# The ad was meant to motivate runners during the 2026 Boston Marathon.

*business · news · 2026-04-20 · Essentially Sports*

## Key points

- Nike's Boston Marathon poster reading 'Runners Welcome. Walkers Tolerated.' sparked significant public backlash.
- Nike removed and replaced the controversial poster, issuing a statement emphasizing inclusivity in running.
- Rivals ASICS and Altra responded rapidly with inclusive ad campaigns near the marathon, seizing the moment.
- Nike's stock price has dropped 70% since November 2021, losing market share to several competitors.
- Nike re-hired Elliott Hill in 2024, aiming to restore the company's marketing edge and brand identity.

**Companies:** Nike, Whoop, ASICS, Altra Running, New Balance, On, Hoka, Adidas
**Countries:** United States

[Read the full story on Essentially Sports](https://www.essentiallysports.com/olympics-news-track-and-field-news-nike-s-latest-decision-over-controversial-boston-marathon-sign-raises-debate-over-the-brand/)

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