Why Nike took down its Boston Marathon ad
Backlash from racers led the brand to replace its advertisement.
"Movement is what matters. " That's what an advertisement in a Boston Nike storefront now reads after the athletic brand replaced the signage following backlash to the original window messaging, which read "Runners welcome, walkers tolerated. " The ad appeared at the athletic brand's Newbury Street shop leading up to the 2026 Boston Marathon .
The brand took down the sign on Friday, April 17 following reactions on social media saying the language was not inclusive. "We listen to the voice of the athlete," Nike said in an emailed statement on April 20 to USA TODAY. Here's the latest and why running adaptive sports advocates were concerned.
Backlash to the Nike ad A sign with black text on a red background appeared last week on a popular Boston street corner with the language "Runners welcome. Walkers tolerated. " The advertisement came in the run up to the 2026 Boston Marathon, known as one of the most prestigious annual endurance events across the country.
An estimated 30,000 racers were expected to take to the streets for the 130th edition of the world's oldest continuously run marathon. Runners need to reach a specific time to get an entry bib, which means a certain level of fitness is required to participate, however, some took to social media to debate whether the language about walking was motivational or exclusive. Some pointed out Nike's ad could be aspirational to the race's class of elite runners.