Nike has removed a controversial advertisement from its Newbury Street store in Boston ahead of the Boston Marathon 2026, following backlash from runners. The sign, which read 'Runners welcome, walkers tolerated,' was criticised for being exclusionary, particularly towards participants who may need to walk during the race.
In a statement released on Friday, Nike apologised, saying: 'We want more people to feel welcome in running—no matter their pace, experience, or the distance. During race week in Boston, we put up a series of signs to encourage runners. One of them missed the mark. We took it down, and we’ll use this moment to do better and continue showing up for all runners.'
The advert referenced the elite nature of the Boston Marathon, which has strict qualification times—2:55 for men aged 18-34 and 3:25 for women in the same category. However, many runners noted that even top athletes often walk after 'hitting the wall' due to injuries, lack of fuelling, or bad weather. The word 'tolerated' was singled out as particularly problematic.
While some defended Nike's intent, Dr. Hussain Al-Zubaidi, who posted a photo of the sign, acknowledged it was linked to Boston's 'distinct performance culture' and could be seen as 'highly targeted, even strategic marketing.' In response, rival brand Asics put up its own sign reading: 'Runners. Walkers. All Welcome,' followed by 'Move your body, move your mind.'
