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The ad was meant to motivate runners during the 2026 Boston Marathon.
Nike's Boston Marathon poster reading 'Runners Welcome. Walkers Tolerated.' sparked significant public backlash.
KEY POINTS
- 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
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