Adidas and AT&T Show Support For Boston Bombing Victims

The Boston bombings have awoken a certain strength across our nation that can only arise from tragedy. Every relationship grows stronger after certain battles have been fought together and this one is no exception.

All proceeds from Adidas' Boston Stands As One shirt benefit the victims of the Boston Marathon attacks.

All proceeds from Adidas’ Boston Stands As One shirt benefit the victims of the Boston Marathon attacks.

Social media has proven to be a strong source of support for those connected to Boston with a storm of Facebook, Twitter, and Instagram posts that swept up our feeds. Extra marathons are being set up in Boston’s honor and performances are being dedicated to the victims. There is an overarching sense of community that has taken hold of us and that makes us want to seek out good and the good we can create.

Even brands are getting involved in the support for Boston. According to Adweek, Adidas declared that it will donate all proceeds from the sale of a limited edition T-shirt to The One Fund Boston, to honor victims of the Boston Marathon attacks. Boston Beer Co. will donate all proceeds from the sale of a special brew. John Hancock financial company, Bain Capital, Partner Healthcare and AT&T have all pledged $1 million to the fund.

Photograph by Shannon Stapleton, Reuters Boston Marathon runners (left to right) Lisa Kresky-Griffin, Diane Deigmann and Tammy Snyder stand with their arms around each other at the entrance to Boylston Street, blocked off a day after the two bombs exploded.

Photograph by Shannon Stapleton, Reuters
Boston Marathon runners (left to right) Lisa Kresky-Griffin, Diane Deigmann and Tammy Snyder stand with their arms around each other at the entrance to Boylston Street, blocked off a day after the two bombs exploded.

Ultimately, these brands are writing themselves into one of the strongest stories in the nation right now–the story of loss, solidarity and support.

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2 thoughts on “Adidas and AT&T Show Support For Boston Bombing Victims

  1. But the value these companies get from this in marketing and exposure far outweighs their investment. Are they breaching the line between responsible branding and just jumping on a current issue for totally self-serving purposes? A risky move IMHO.

    SteveK

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