Nike’s ‘Walkers Tolerated’ sign at the Boston Marathon was meant to fire up runners. Instead, it insulted them

(Credit: David L. Ryan—The Boston Globe/Getty Images)

Nike got a brisk reminder last week of how edgy marketing can easily blow up in a brand’s face.

The sneaker and apparel giant’s ad, at its store on Boston’s Newbury Street ahead of the city’s iconic marathon today, declared: “Runners Welcome. Walkers Tolerated.” It was a striking misreading of the culture of runners, and it came at a moment when Nike is trying to win serious runners back.