“Congrats, you survived the Boston Marathon!”So far 2017 seems to be the year where top and semi-top tier companies vie to win the PR label of New Coke, the latest to throw their kicks in the ring and beat out a can of Pepsi saving the world being Adidas with their mass email subject headline of, “Congrats, you survived the Boston Marathon!”

Yeah, brutal.

It might be hard to recall way back to 2013 (after all, clearly we were barely a twinkle in our perspective fathers’ eye at the time), but in the wake of the Boston Bombing, many companies where given the side-eye when it came to their responses.From the latest edition of Common Core History.

Nike’s Boston Massacre threads were shunned, and Williams-Sonoma stopped hocking pressure cookers, “Out of respect.”

Now, four years later Adidas Running apologized for their poorly-worded congratulations. “We are incredibly sorry. Clearly, there was no thought given to the insensitive e-mail subject line we sent Tuesday.”

Sure, Adidas, sure. We believe you.