Apparently, one of the most controversial social media posts I’ve ever written (brace yourself)… “I wasn’t offended by Nike’s sign at the Boston Marathon. I chuckled.”
You have probably seen it online by now: “Runners Welcome. Walkers Tolerated.” The sign posted at the Newbury street store in Boston ahead of the Boston Marathon. The internet was up in arms, calling for people to be fired and forcing Nike to apologize and take down the sign, which they did after the backlash.
As a running coach who occasionally runs/walks and trains amazing clients who do the same, why am I not offended on behalf of myself, my clients, or the legacy of the run/walk guru, Jeff Galloway? The answer is in how we build our identities and the stories we choose to tell ourselves.
The Strategy of Run/Walking vs. Public Perception
I actually read “walkers” as “non-runners” when I first saw the sign. You know, like the people walking around Boston that weekend, not the race partipicants. I didn’t even perceive it as a slight against people who choose to take walk breaks during the marathon. But apparently, I am the minority, the rest of the internet read the same sign I did and perceived it as an elitist statement: “If you do a run/walk method, you are not a real runner, therefore not really welcome here, only tolerated.” Ouch. That does hurt! No wonder so many people were offended! But is that what they said? Or what you read into it?
People see what they want to see, but runners have been qualifying for Boston using the run/walk method for a long time. It’s not just for newbies or the less-fit; it’s a strategic training tool that helps people finish safely, with more energy, better recovery, and even faster sometimes. There is literally no shame in running/walking, so why would I see shame in it in any context?
“There is literally no shame in run/walk, so why would I see shame in it in any context?”
Identity: Why the Label ‘Walker’ Triggered Resistance.
I suspect that people are upset because that sign challenged their identity as runners. Identity is simply who we are (or at least who we think we are). When someone threatens how we see ourselves, it gets uncomfortable, fast.
As humans, we crave a match between what we do and who we are. When we are treated in a way that doesn't align with our self-perception, we experience resistance, which shows up as feelings of discomfort, anger, or fear. Cue: Internet Outrage! For some, Nike suggested that ‘walker’ was their true label, which felt like a direct hit to the runner identity they worked so hard to build.
Rewriting Your Running Story.
We are all storytellers who use narratives in our heads to make sense of our feelings and experiences. If you saw yourself in that sign and hated it, it's likely because of the story you were telling yourself. But we have control over those narratives. Instead of hearing a story of elitism, you can choose a narrative of strategic training. You get to decide if your vision of yourself is defined by a sign in a store window or by your own athletic accomplishments.
Rewrite the Script: When you hear a statement like Nike’s, ask yourself: “What story am I telling myself about this?” If the current story makes you feel "less than," can you choose a more positive version: one where your training method is a smart, training tool rather than a failure to meet a standard. It is a skill to learn to listen for our default stories we tell, question if they are true or helpful, and decide how we will respond. Our world is shaped by our perceptions, and we do have some control over how we choose to see things.
Internal MOTIVATION: Why Nike Doesn’t Define Your Worth.
The lesson here is not to let anyone dictate how you feel about yourself. I’m not offended because Nike has no bearing on how I view myself as a runner. I’m not qualifying for Boston anytime soon, and that doesn’t define me as a runner either. In terms of long-term performance and well-being, intrinsic motivation (which comes from within you) always beats external validation. I don’t need a supportive sign hanging in Nike’s window to validate me as a runner. And a perceived rude one, doesn’t change anything. Nike is not actually known for have a squeaky-clean history anyway, why do I care what they think?
Relying on external cues or someone else’s standards for your sense of worth is ultimately unsatisfying because you cannot control external factors, like Nike’s multi-million-dollar marketing budget. When you are tuned into your own internal compass, you know when you’ve done a good job. A big brand name doesn't get a vote in your personal validation.
Be the Boss of Your Own Running Journey
My personal experience (that shapes my perceptions and stories) is that the in-person running community is among the most supportive and inclusive out there. There will always be a jerk on the internet, or a tone deaf ad from a major retailer, but you are the boss of your own story and the expert of your own body. Whether you walk every third minute, at every water stop, or run/walk yourself to a five hour marathon, your identity is yours to define. So lace up your shoes, go for a run, take a walk break, I’m here cheering for you. You are more than tolerated, you’re a runner.
Lea
There is no greater compliment than a referral!
Lea Genders is a board-certified health coach, personal trainer, and workplace wellness consultant based in Fort Worth, TX. She offers corporate wellness programs for employee health and productivity, as well as in-person and virtual training / coaching for individuals worldwide. Her blog shares expert guidance on strength training, running, and sustainable nutrition @fortworth_trainer
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When Nike put up a sign in Boston saying Runners Welcome, Walkers Tolerated, the internet freaked out. Many saw it as elitist. I thought it was a joke. But the reaction proves something deeper about how we tie our identity to external validation. If this offended you, I’d love for you to read my perspective on why you are the boss of your own running journey.