Nike forced to take down Boston Marathon sign as offended athletes accuse them of 'pace shaming'

Jack Otway
Mon, 20 Apr 2026 10:29:27 +0000

Nike has been compelled to remove a controversial sign from its Boston store following fierce criticism from marathon participants ahead of today's race.

The sportswear company displayed the message "Runners welcome. Walkers tolerated" at its Newbury Street location last week, intended to motivate competitors in the world's oldest annual marathon.

Images of the sign spread rapidly across social media platforms, triggering an angry response from the running community.

Competitors accused the brand of "pace shaming," while disabled athletes condemned what they described as tone-deaf messaging from the global sportswear giant.

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Over 32,000 participants are set to complete the 26.2-mile course through eight Massachusetts towns today.

The company issued a statement acknowledging the error, saying: "We want more people to feel welcome in running - no matter their pace, experience or the distance."

Nike admitted that during race week in Boston, they had erected several signs to encourage participants, but conceded that one particular display had "missed the mark."

The brand confirmed the offending sign had been taken down and pledged to learn from the incident.

"We'll use this moment to do better and continue showing up for all runners," the statement added.

The apology came as the Boston Marathon prepares to welcome thousands of competitors with varying abilities and finishing times.

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Robyn Michaud, competing in the adaptive division for a fifth time today, responded sharply on Instagram: "Due to a spinal cord injury I HAVE to take walk breaks.

"Even with a cyst in my spinal cord, I still regularly break 5 hours in Boston and plan to again this weekend. Thank you for TOLERATING me, @Nike."

She suggested the company visit the adaptive and para staging area to witness "what true grit is all about."

Nicole Homerin, running her ninth marathon despite a heart condition, told WGBH the sign failed to acknowledge alternative forms of movement such as rolling or using mobility devices.

She criticised the messaging as "hierarchical," suggesting running was somehow superior to walking.

Tina Zhu Xi Caruso highlighted broader issues within the sport, stating: "The running community is just very ableist like you need to run fast, you need to run hard, you need to have dedication, you need to just do everything that a disabled person might not be able to do, or an older person."

Another competitor wrote on Threads: "The elitism in running is absolutely ridiculous.

"No matter the speed, forward is a pace. If you run, you're a runner. Period."

The same runner, who finished in 6:01:37 while raising over $21,500 for charity, added: "I am not 'tolerated.'"

The Boston Marathon remains notoriously difficult to enter, requiring men aged 18-34 to achieve qualifying times of 2:55 and women 3:25.