Adidas came under fire Tuesday for sending a seemingly insensitive email that praised its customers for "surviving" this year's Boston Marathon.
"Congrats, you survived the Boston Marathon!" the subject line of the email read.
The sports apparel company sent the congratulatory email to its subscribers along with a promotion about its Boston Marathon-branded running gear.
Customers, however, immediately criticized the company for using the word "survived" in the headline, linking it to the 2013 Boston Marathon bombing that killed three people and injured more than 260 others.
"Hey @adidas, not the best choice of words for subjects for email blasts to your members, you think? #BostonMarathon #BostonStrong #changeit," one Twitter user wrote.
"@adidasrunning I know this has good intentions but could really be taken the wrong way.@adidasoriginals @adidas" another person wrote.
In a statement Tuesday afternoon, the company apologized for its choice of words.
"We are incredibly sorry," the statement said. "Clearly, there was no thought given to the insensitive email subject line we sent Tuesday. We deeply apologize for our mistake."