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Boston Marathon

Adidas Can’t Keep Up With Demand for Boston Marathon Tribute T-Shirts

Adidas Can’t Keep Up With Demand for Boston Marathon Tribute T-Shirts

Courtesy Adidas

Adidas (ADS:GR), the official apparel supplier to the Boston Marathon, says it has sold out of the tribute T-shirts it released after the bombing. The shirts, with the slogan “Boston stands as one” across the chest, sell for a symbolic $26.20 (mirroring the distance of a marathon). The full purchase price of each shirt is being donated to the One Fund Boston, a charity established to support victims of the marathon attack. “Efforts are being made to restock so that together we can continue to help those affected by the tragic events in Boston,” writes Adidas spokeswoman Katja Schreiber. “In the meantime, we are asking everyone to continue to show support by donating directly.”

This year’s race was Adidas’s 25th as the marathon’s official footwear and apparel supplier. According to SportsPro, the German brand pays about $300,000 a year for exclusive rights to use the marks of the marathon’s organizer, the Boston Athletic Association. Schreiber says Adidas does not break down sales by category or event, but many Boston Marathon-branded items appear to be sold out at the company’s online store. The B.A.A., like the Red Sox and Bruins and Patriots, has become a symbol of solidarity with the city and the victims of the attack.

Boudway is a reporter for Bloomberg Businessweek in New York.

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