Nike’s Boston Marathon billboard chiding walkers inspires new Asics and Ecco campaigns

This story was originally published on sister site, Glossy.

Following Nike’s Boston Marathon backlash, competitors jumped on the opportunity to define “movement” on their own terms, beyond the marathon run.

In the days leading up to Monday’s Boston Marathon, Nike installed a series of signs near its Newbury Street store, including one that read, “Runners welcome, walkers tolerated.” The message drew immediate criticism online, with runners calling out the wording as exclusionary, particularly given how common it is for participants at all levels to walk parts of a marathon.

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Future of Marketing Briefing: In the age of AI, taste is the new competitive advantage 

Something strange is happening in culture and marketers are only just starting to notice it.

For the better part of a decade, the game was scale – reach more people, feed the algorithm and serve more content. Then generative AI arrived and took that logic to its endpoint. Now anyone can produce anything for almost nothing. The feed never empties. 

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