Nike Facing Major Backlash After Pulling Controversial Boston Marathon Ad

The 2026 Boston Marathon is set for Monday, April 20.

Ahead of the Boston Marathon, Nike put up an ad: "Runners welcome, walkers tolerated." The ad received some immediate blowback from walkers, though. Nike ultimately decided to pull the advertisement down.

The ad had been running on Mulberry Street in Boston, an area known for its luxury shops and boutiques.

Nike, though, is facing major backlash for pulling the ad down, including from some close to Phil Knight.

"Nike began in running. Phil Knight's Blue Ribbon Sports was an importer of Onitsuka running shoes from Japan. In the early 1960s, running as exercise was a small niche sport. There were really only two running shoe companies in existence, Onitsuka and Adidas. Knight was more or less responsible for seeding the category in the US. It started making its own shoes as Nike in 1971, and line go way up for the next half century as personal exercise became a central part of American life. It wasn't until Michael Jordan took a huge chance on Nike's fledgling basketball division that they became known as a household brand," one critic shared.

Other critics are sounding off on Nike, too

"The Boston Marathon is not like any other marathon. It's the pinnacle of amateur road running. It is not inclusive. It is a pure meritocracy. Runners will work for years to qualify. I have done it. I have been there. I'm willing to bet nobody in the field is offended by this sign. On this day, you're surrounded by nothing but excellence and achievement. All are NOT welcome, but you are," one shared.

"I'm in elite shape. Been training my whole life. I can walk 20–30 miles no problem I've done it. But I can't run a marathon. So I don't call myself a marathon runner. I'd be a marathon walker. And I wouldn't qualify for something like Boston," one added.

"I used to be a runner. Now I'm a walker. I think the sign is funny. We are becoming way too soft and thin-skinned," one shared.

"We are so soft. I ran a marathon in 2017 and now I walk casually I'm not even close to marathon shape these days and this sign is 100% accurate. The only ones upset by it are land whales let's be honest," one fan added.

Did Nike make a wrong move in pulling the ad?

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This story was originally published April 20, 2026 at 10:33 AM.