Nike built its reputation on bold advertising. The brand has long positioned itself alongside elite athletes and those who push physical limits, so when the company put up a series of billboards in Boston ahead of one of the world’s most prestigious road races, it seemed like business as usual. That was, until one particular sign set off a wave of criticism the company wasn’t prepared for.
According to sources, the billboard was posted on Newbury Street during race week and read simply: “Runners welcome. Walkers tolerated.” The backlash came fast.
After online backlash, Nike took down the sign that read “Runners Welcome. Walkers Tolerated.” on Newbury Street that was put up ahead of the Boston Marathon.https://t.co/B0XXbxiECB
📸: Screenshot via @irondoctorhaz pic.twitter.com/UjcQGECyPW
— Runner’s World (@runnersworld) April 17, 2026
Critics argued the message was exclusionary, particularly toward people with disabilities, those who use run-walk strategies during long-distance events, and the many Americans who rely on walking as their primary form of exercise. Social media responses ranged from frustration to genuine hurt.
“For those who do the walk run strategy, that’s kind of an insult,” wrote one user. Another pointed out the straightforward business logic of the situation: “A lot more people walk than run, kinda st*pid if you’re Nike.”
Others brought a more personal dimension to the conversation. One woman responded directly: “As they should. I am disabled. Sometimes I walk. Sometimes I use a cane or roller walker with a seat. Sometimes a wheelchair. I am as active as can be with barely no ability to walk without falling.”
Marathon events, including Boston, are participated in by blind athletes, amputees, and individuals managing chronic conditions that make sustained running physically impossible. As one commenter put it: “Plenty of people walk parts of [the marathon]… it’s not always because they’re lazy or out of shape. It can be because they’re blind, or amputees, or have conditions that don’t allow them to run the whole thing. Why exclude them?”
Nike moved quickly to address the situation, removing the billboard and issuing a public statement: “We want more people to feel welcome in running, no matter their pace, experience, or the distance. 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.”
The context Nike was working within is worth acknowledging. The Boston Marathon is one of the few major races in the world with strict qualifying time requirements, meaning participants must meet specific performance standards just to enter. Walking is not a viable path to the starting line, and the original ad appeared aimed squarely at that competitive running audience.
That nuance didn’t go unnoticed. Not everyone sided with the critics.
Some felt Nike had produced a sharp piece of advertising that genuinely connected with its core audience, only to retreat under pressure. “Nike should’ve kept it,” one defender wrote. “You don’t WALK a marathon, you win it.”
While Nike stepped back, rival sportswear brand ASICS stepped forward. The company responded by putting up its own billboards in Boston carrying a very different message: “Runners. Walkers. All Welcome.” The counter-campaign spread widely online and earned considerable praise for both its timing and its tone.
