Someone should have checked the copywriter on this one.
In the “open mouth, insert foot” category, Adidas used the wrong word in its congratulatory message. “Congratulations, you finished …” would have been just fine, but using the verb “survive” has set people off. The Boston Marathon bombing happened April 15, 2013, and was a horrible moment people won’t soon forget. So using “survived” and “Boston Marathon” in that context didn’t go unnoticed.
Adidas hasn’t made a public statement as of Tuesday afternoon, but given the outcry, expect one to come at some point.