Nike recently faced criticism for a sign it displayed in Boston intended to inspire marathon runners on Monday.

Over 32,000 participants are set to embark on the 26.2-mile journey that spans eight Massachusetts cities and towns, culminating at Boston’s renowned Boylston Street, home to the world’s oldest and most esteemed annual marathon.

Controversy arose when a sign appeared at Nike’s Newbury Street store, stating: ‘Runners welcome. Walkers tolerated.’ This message sparked debate in the days leading up to the event.

Images of the sign quickly circulated on social media, inciting a wave of backlash from marathon participants.

Critics accused Nike of ‘pace shaming,’ with both runners and disabled athletes expressing their disapproval of what they saw as insensitive messaging from the sportswear company.

In response, Nike issued a statement: ‘We aim to encourage everyone to feel included in the running community—regardless of their pace, experience, or distance covered.’

Nike has removed a sign they put up in Boston to motivate runners during Monday’s marathon

The sign, seen at the sportswear giant’s Newbury Street store last week, caused fury online

‘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 Boston Marathon is notoriously one of the most difficult to qualify for. Men in the 18-34 age group range need a time of at least 2:55 to enter, while women in the same category need 3:25.

Among the critics of Nike’s sign online was Robyn Michaud, who will be competing in the adaptive division of the Boston Marathon for a fifth time on Monday.

Alongside a picture of the sign, she posted 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.

‘Perhaps you should swing by the adaptive and para staging area on Monday to see what true grit is all about.

‘This is why, despite repeatedly earning my way there, the Boston experience gives me so much anxiety.’

Another – Nicole Homerin, who will be running her ninth marathon on Monday despite having a heart condition – told WGBH: ‘It doesn’t even acknowledge all the other ways that we can move our bodies – rolling, strolling, dancing, whatever mobility device that allows for freedom of movement.

Nike was accused of ‘pace shaming’ and disabled competitors also hit out at the tone deaf sign

Over 32,000 runners will travel the 26.2 miles through eight Massachusetts cities and towns

‘I think it’s, first of all, a very hierarchical kind of thing that running is somehow superior to walking. And then also excludes all of the other forms of movement that are equally celebrated and valued.’

‘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,’ added Tina Zhu Xi Caruso. 

On Threads, another runner wrote: ‘The elitism in running is absolutely ridiculous. No matter the speed, forward is a pace. If you run, you’re a runner. Period.

‘I am still a Boston Marathon finisher. I am proud of my 6:01:37 finish and the more than $21,500 I raised.

‘Stop diminishing back-of-the-pack runners. I’m a dad of two kids, a partner to an amazing woman, a full time employee and a charity marathoner. I am not “tolerated”.’