On Tuesday, one day after the Boston Marathon, the brand sent out an email about the big race.
Screenshots of the email subject line quickly spread on social media, with Twitter users calling out Adidas.
Completing the Boston Marathon - the pinnacle of marathon running for many - is quite a feat.
Adidas has issued an apology for an "insensitive email" sent Tuesday morning to Boston Marathon competitors congratulating runners "who survived" Monday's race.
When recipients of the emails circulated the message, the blunder, which seemed to unintentionally riff on the 2013 Boston Marathon bombing, was swiftly made apparent.
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"We are incredibly sorry", Culp said.
"We deeply apologize for our mistake", it continued.
Three people were killed and more than 260 others were wounded when two bombs exploded near the finish line in the attack.
"Adidas, you may want to rethink the subject line", Mike Denison tweeted with a screenshot of the email. The company apologized with a great deal of sincerity, and acknowledged that the Boston Marathon is an extremely inspirational event.