We have to admit that our first reaction to reading about Adidas’ Boston T-shirt was to presume exploitation — that the brand was trying to capitalize on a heinous national trauma. Well, we were wrong.
Adidas has sponsored the Boston Marathon for the last 25 years, reportedly suiting up more than 8,500 Boston Athletics Association volunteers, as well as members of the media and race officials for Monday’s event, and has a strong connection to the city. WWD reports that in the months leading up to the race, the athletic apparel brand hosted training events at a Marathon Sports store, which was demolished in Monday’s bombing. Also, more than 25,000 children from Boston Public Schools have participated in year-round Adidas-sponsored running events.
100 percent of proceeds from the $26.20 “Tribute Tee” (the price is a shout-out to the distance of a marathon) will go to The One Fund, an organization started by Massachusetts Governor Deval Patrick and Boston Mayor Tom Menino to support those most affected by the bombings.
The shirts are currently available on Adidas.com, and we’d love to see them sell out. While Boston is under a terrifying lockdown and those of us outside of the city aren’t sure what to do, well, a tee is a simple way to stand together and show support.