Adidas unveiled a limited-edition “Boston Stands as One” T-shirt Thursday to benefit victims of Monday’s bombings. For the past 25 years, Adidas has sponsored the 26.2-mile race as well as its organizer, the Boston Athletic Association. In a nod to the event’s distance, the shirts retail for $26.20 and are being sold via the BAA and Adidas Web sites.
The activewear company will donate 100 percent of the proceeds to The One Fund Boston Inc., which was established Wednesday to help those affected by Monday’s explosions.
“The selflessness and compassion demonstrated by the city of Boston, the first responders, the Boston Athletic Association and all marathon volunteers in providing assistance to the injured have stuck with us and inspired us,” said Adidas America president Patrik Nilsson. “We commend Boston — and those associated with the city and the marathon — for their reaction to this very challenging situation. We applaud them for standing together as one on Monday and in the days which have followed.”
Nilsson was reportedly among the 100 Adidas staffers in Boston Monday for the race. This year, Adidas suited up more than 8,500 BAA volunteers and 3,500-plus members of the media and race officials with marathon jackets. Throughout the week, runners and supporters have been photographed wearing Adidas marathon jackets as a sign of solidarity in the aftermath of the bombings. (The company sold its official 2013 apparel and footwear to participants and fans at the John Hancock Sports & Fitness Expo. Select local stores are still selling it though the brand did not publicize that.)
Adidas has strong ties to Boston. In the months leading up to the marathon, Adidas hosted training clinics at the Marathon Sports store at 671 Boylston Street, which was subsequently gutted by the first blast Monday. The brand also supports a series of pre-marathon events including the BAA Relay Challenge and the BAA Invitational Mile. And through a long-term, year-round running program, more than 25,000 children from Boston Public Schools have participated in Adidas-sponsored BAA events.
more on WWD