This was taken in part from our weekly newsletter, The Drop. Subscribe here to get all our reviews in one place each Friday, as well as a thought of the week from Senior Editor Robbe Reddinger.
I’m sure everyone wants to know our take or commentary on the Matt Choi incident that somehow became the dominant story of the New York City Marathon this week. Part of that is because it’s salacious, part of that is because it draws rounds of engagement from any publication that deems it the hottest story of the week.
If you do want to hear our commentary on it, you can check out this week’s episode of The Drop (starts at 56:23), which was recorded before he gave an apology. That pretty much covers our thoughts on the issue.
When the controversy surrounding Matt Choi first came to the surface (something I only found out about on Monday evening), it was shocking. I mean, how could anyone think that having your camera crew riding bikes beside you on the crowded New York City Marathon course was anything but a bad idea? It was almost jaw-dropping in its stupidity.
The backlash was swift, but so were the consequences.
Within 48 hours, the New York Road Runners banned him for life from all races (appropriate) and Choi apologized, admitting he “f*cked up” and took full responsibility for everything that occurred (also appropriate). Whether that was authentic or a recommendation of his PR manager, who can say? I’m a hopeless optimist, so I will assume it’s authentic until proven otherwise. Either way, it appeared that all desired outcomes were in place by both parties.
And yet– and yet– the beatings continued and morale did not improve. On Threads, on Reddit, on Facebook, on LetsRun. Google any of those forums and ‘Matt Choi’ and you will immediately be bombarded by a level of hate trumped only by the other national event that took place this week.
In evaluating the responses to the Matt Choi incident, I have to say– there is a nonzero number of you out there who seriously need to evaluate the vitriol you’re willing to direct at another person. Some of it anonymous, some of it thinly veiled, some of it wide out in the open.
By all measures, justice was served in this instance. Choi was banned, he lost at least one of his sponsors, he lost Instagram followers (not many though, turns out controversy is good for engagement, who knew), he was hit where it hurt, and he apologized. He will likely not be allowed to record in any future races, anywhere, which is the whole thing that he does.
Now, we can have a discussion on the greater state of influencers in general, and that’s valid. I know we here at Believe in the Run tread that water at times, so shoot some arrows this way if you’d like. But the things I saw on Threads and Reddit went beyond discussion and criticism. It was sheer hate and disdain and pile-on disgust for another human being. I mean, for chrissakes, the man wasn’t lopping off children’s hands as he high-fived them or spiking the aid station Gatorade with cyanide. And while he easily could have hurt somebody, he (thankfully) did not.
Allow me to pause here and apologize to those of you who don’t have social media and don’t get involved in performative gossip, because 1) you are my absolute paragons of humanity and 2) I’m sorry you’ve had to endure this diatribe.
But for those of you who are well versed in the call and response to this story, who have hammered out anonymous posts on Reddit and LetsRun and maybe not anonymous zingers on Threads, really think– does this make you feel better? Like a great person when you go to bed? Like a better person when you wake up?
I know it doesn’t, because I know how these social media doom loops make you feel: angrier, more resentful, and churning you up inside, only alleviated by the next thing to be faux enraged about. All living rent free in your head, agitating you and bothering you and clawing at you. While you’re driving to work, while you’re eating dinner, while you’re putting your kids to bed. Trust me, I’ve been there, it’s a shitty cycle and it brings the experience of life down to a level that’s shallow and meaningless.
It’s also what all the social media companies want you to do. So when you get those 400 likes on your cool little sarcastic comment, just know you’re only getting them because some billionaire knows engagement begets engagement which will lead to Matt Choi getting more engagement which will lead to more followers and sponsorships for him when things die down and/or he pivots his content, and everyone at the top is getting more money and exposure while you crawl on your hands and knees looking for passive aggressive takedowns in the bowels of online discourse.
So you could keep doing that, or you could just let all the trivial matters pass by as you build your own beautiful life in your own corner of the world, making real life content that is remembered not in seconds on a screen but in years in those who matter. Invest your time in building, not tearing down, and choose to be your own influencer to those around you. That kind of engagement lives on, past any race bandit or bike rider or content queen or clickbait storyline of the week.
Because it’s your own story, in all its colors, both the good and bad. The wins and defeats, the medals and the trophies, and probably some rule breaking along the way. Also, how you learned from your failures and mistakes to become the best person you could be, especially when it’s anonymous or nobody is looking.
The only person on the internet who actually gets it
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Robbe is the senior editor of Believe in the Run. He loves going on weird routes through Baltimore, finding trash on the ground, and running with the Faster Bastards. At home in the city, but country at heart. Loves his two boys more than anything. Has the weakest ankles in the game.
More from Robbe
Is Matt annoying? Yes. Has that always been true? Yes.
I’m glad he was punished for his actions but good lord, the internet should just move on. Nothing else is going to happen and IG comments going out of their way to harp on him do nothing but hurt the poster because they are the only ones bothered by it.
I almost can guarantee that Matt is on to his next stunt already.
Love this piece, Robbe. It goes far beyond running influencers. This is an admonition that, if heeded, could heal something much deeper that is warping our realities.
👏🏻 Agree! Shared a similar sentiment on our podcast instagram.com/@locallegendsrunning
Robbe, well-written and well-said. While I agree with Choi’s ban (he apparently pulled simular stunts at other events and there are plenty of other marathons…) I also believe people need to keep things in perspective. He did something stupid, he apologized, and he suffered consequences proportional to the offense. End of.
Excellent piece. I so wish the same but it’s so hard to imagine us as a society ever being able to return from this state of the angry keyboard warrior. Hell we elected someone as president who sets this example for everyone. We will not have the environment to say “this is not okay”.
Yes. Yes. And yes. I have nothing more to add. Nice work!
Robbe, a well-written call for all of us to reconsider click bait and social media media. Even if we don’t give it up completely, what could we tweak so that when someone does something they regret, then they’re punished while they simultaneously full-stop apologize, that could be … the end of that thing? But the algorithms are optimized for binary outcomes; finesse, context and nuance be damned. Just FWIW, there are at least two crucial reads on this right now: The Outrage Machine by Tobias Rose-Stockwell, and The Chaos Machine by Max Fisher.
Thoughtful article and much appreciated honestly. The cycles upon cycles is such a waste of time and mental resources.
Unfortunately, there are other offenses that Choi has been guilty of. He used the eBike last year and was warned then too. He is also guilty of using eBikes in other marathons as well. He’s also used other people’s bibs in races, which is (obviously) a sin greater than any other.
That’s the real hate for Choi, not that he did something wrong and was punished, but that he continuously jumps the rules and claims he is “Sorry” when he is called on the carpet.
We’ve all screwed the pooch at times, but if you keep doing it, we start to wonder if you are really sorry…
My question is how did no one from the New York City Marathon or police officers see these guys and stop them? Can’t believe no other runners that day took it apon there self to stop them either. Not sure if it’s true or not but I read he’s done this before. Ran NYC last year and several other big and smaller marathons over the years and you do see a lot of wild outfits and other stuff going like Chicago 2007 when they called the race because of heat and they ran out water me and a buddy finished because bars were coming out and giving away free beers to everyone still running.
I saw the apology and have my doubts on the actual contrition involved. But that just means I continue to not follow or care about Matt’s content (wasn’t a big fan already).
And as a former PR exec who dealt with my fair share of crises, I can see why his tone and body language in the video actually triggered more backlash. The words were generally the right words, but delivery matters a lot here, especially given the context of prior incidents and Choi’s general tone when he’s providing advice. Much like Tony Hayward’s attempts to own BP’s role in the Deepwater Horizon oil spill or Jeff Bezos’ lame Wash Post non presidential endorsement letter, even though I am sure they both really meant to apologize, Matt’s video rang hollow.
The reality is most people dream of NY or Boston or any of these races. They raise money for charity or break their hearts year and year out hoping this year is their year with the lottery. Or maybe some really do have the talent, work ethic, health, and yeah, the time to raise their game and qualify. So there is already frustration that they cannot get in, and that influencers do get access, because of their social media work, as opposed their running work, charity efforts, or blind luck.
Then the flaunting of the epic marathon experience in perhaps an ungrounded way, as evidenced here to the extreme, enrages others. The content lacks grounding and perspective. That’s why some people really don’t like influencers at their 80th major marathon content. Again, Matt’s behavior at NY was the extreme example. His video failed to touch the hearts of people who want their one short and are jealous. And his reputation is piled on, as a result.
Just my take as a professional. I don’t subscribe to treating people in this manner. Personally, if I wouldn’t say it to your face, I won’t say it online. I would tell these things to Matt as they may actually help him get the next video right. And he can make another video.
But, this is the price of influence, too. It really sucks sometimes and can be flat-out abusive. And I know, I used to be there, and I don’t miss it.
I think a part of the anger here, is that the NYC Marathon incident was not the first time Matt Choi has angered, impeded, or been implicated in breaking the rules .
I think I agree with your take on this, the ban (lifetime does seem excessive) and Matt’s apology. But also, this sort of seems like a “3 strikes and you’re out” scenario. I think the bib mule accusation in Texas is probably the most egregious of all of Matt’s schenanigans.
I’ve got no hate or vitriol for Matt. I think we should all calm down and celebrate the fact that some accountability has occurred here. I have a feeling that for the next few years, accountability is going to be hard to come by.
Bezos endorsement? He owes you nothing and neither does Matt. Show some grace.
Great piece Robbie. It’s disgusting how this supposed “community” wants to tear someone to pieces despite getting the most severe punishment possible. At this point it’s not about Choi but everyone’s own inner anger and whatever other unresolved issues.
Thanks for speaking up for what’s right.
I feel that if he was talked to before and kept doing this stunt that his apology isn’t valid. Seems like he’s only apologizing because he was caught. He shouldn’t get bashed so much for it, but at the same time he deserves whatever he gets for being that arrogant. I do wish him the best moving forward
It is not this isolated incident although this one was particularly egregious but the the multiple incidents establishing a pattern of behavior that garners what I see as an appropriate response to his increasing narcissism and middle finger to the rest of the running community. It’s all about him and his content all the time. The running community does not need him or others like him.
I didn’t know who this guy was but I ran with and around him for several miles. He was in front me, beside me, behind me…he ultimately finished 7(ish) minutes ahead of me so his shenanigans didn’t impact me very much. With that said, I didn’t like the fact that he had camera guys on the course. Was it awful, no, not really. But it would have been terrible and dangerous had dozens of runners done the same thing. This kind of behavior has to be nipped in the bud. I’m glad he got DQ’d, happy he took responsibility so he doesn’t pull this nonsense again. But for those who are absolutely destroying him online, just take it easy. It’s not the end of the world – justice was served so we should all move on, IMO.
You have to remember, these situations happen all the time, just usually (and fortunately) not with the running community. People will always pick on people with lots of followers for that one thing that happened that one time, like saying something they should have, or making an impulsive decision. Those people are annoying, especially when justice has been served but are not uncommon. Am I surprised to see the hate? no. Am I surprised to see the continued hate from the running community? yes. Do I think the hate is deserved? no. He served his time, let him go y’all.
I had never heard of this guy before this. But boy did he get some press out of it.
Well deserved nontheless. I just hate the term “influencer” in general. When I watch your videos (and others for that matter) I tend to focus on the product you’re reviewing and not the reviewer. Matt Choi has that tendency to center the subject on himself instead of spreading the love of running, hence why his content may seem obnoxious to some viewers. Can’t we just enjoy a marathon without the need of gaining social media “likes”? Oh that’s right, we can’t.
Agree, there is no need to continue to attack Choi, he is suffering the consequences. We might also be projecting here, there’s a lot going on in the real world right now, this guy doesn’t have to take all the heat we have spilling over because we don’t know where to direct our real feelings.
Let’s stop the virtual beat down and be glad he is taking responsibility. It’s over.
He seems like a narcissistic piece of shit who tries to put himself out there as much as possible, so the response seems warranted and, given his history, predictable. Hooray for him.
Glad NYRR acted swiftly to penalize him due to his actions at NYC. He messed with the local race of probably the tightest knit running community in the country. As far as the continued backlash online, from an outside perspective it does seem like a lot. But like anything in life if you’re going to experience extreme highs you’re exposing yourself to extreme lows. In his case as being an online personality, both the highs and lows come in the form of online engagement
I saw the news and was pretty missed at Matt mostly because of the danger he created for other runners on the course.NYC especially in some spots is a real bottleneck. And he has been caught up in some dumb stuff before. Do I think he loves attention, yes. Do I enjoy his content, yes.
I tore him up a bit on a few social sites right after but nothing g personal. He broke the rules, got punished for it, time to move on