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Nike has removed a controversial billboard in Boston after a message appearing to mock walkers sparked a wave of criticism from the running community ahead of the 2026 Boston Marathon.
The advertisement, located at the brand’s Newbury Street store on April 18, displayed the message "Runners Welcome. Walkers Tolerated" to promote the event.
Nike had to remove the sign following intense public backlash.
In a formal statement issued on the same day, Nike acknowledged that the message failed to deliver.
"We want more people to feel welcome in running - no matter their pace, experience, or the distance," the statement read. "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."
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The initial controversy ad of Nike. Photo by Instagram/@irondoctorhaz |
After removing the controversial sign, Nike replaced it with a new message written entirely in capital letters: "Boston will always remind you, movement is what matters."
According to Marathon Handbook, the sign was part of an "ambush marketing" strategy intended to capture attention during the Boston Marathon, which is officially sponsored by Adidas.
The backlash was swift and included criticism from athletes, coaches, and disability advocates who viewed the term "tolerated" as disrespectful and dismissive, Men's Journal reported.
Veteran runner Robyn Michaud, who has completed 50 marathons, shared on Instagram that she had to take walk breaks due to a spinal cord injury yet still maintains a competitive pace in Boston.
Running coach Amy Gougler argues that this message goes against the spirit of community.
"We should be a more inclusive community and stop shaming walking," she wrote on Facebook. To say that walking is only tolerated diminishes the work of many. Whether it's someone who uses the "run-walk-run" method or walks an entire marathon, their efforts shouldn't simply be tolerated in the running community. We need to do better."
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The new ad from Nike, replacing the controversial one. Photo by Instagram/@nike |
Walking is a strategy for many participants at the Boston Marathon, particularly during the grueling Newton Hills section between the 25 and 34 km marks.
The "run-walk-run" method, popularized by Jeff Galloway, is a staple for many runners, including those who qualify for the Boston Marathon. Approximately 10% of the participants come from charity fundraising programs, who raise significant funds for social organizations.
This incident follows previous marketing missteps for Nike, including a "Runners only" sign in London that drew criticism from the ParkRun community and a sensitive advertisement during the 2025 London Marathon that was later removed.
Despite the criticism, some analysts suggest the controversy successfully boosted Nike’s visibility by making the brand a trending topic across social media.
At the 130th Boston Marathon on April 20, John Korir finished first in the men's event in 2 hours, 1 minute and 52 seconds, breaking a 15-year-old mark previously held by Geoffrey Mutai. He was followed by Alphonce Felix Simbu with 2 hours, 2 minutes and 47 seconds and Benson Kipruto with 2 hours, 2 minutes and 50 seconds.
In the women's event, Kenya's Sharon Lokedi successfully defended her title with a time of 2 hours, 18 minutes and 51 seconds, mirroring the back-to-back success of compatriot Hellen Obiri in 2023 and 2024. Kenyan athletes dominated the podium, with Loice Chemnung taking second place in 2 hours, 19 minutes and 35 seconds and Mary Ngugi-Cooper finishing third in 2 hours, 20 minutes and 7 seconds.
