JENNIE recently launched her first co-designed Adidas collection as boycott controversy surrounding a separate Israeli promotion spread online. (Photo / Adidas)
BLACKPINK’s JENNIE Faces ‘Leave Adidas’ Calls as Israel Campaign Sparks Boycott
BLACKPINK’s JENNIE is facing unexpected backlash over her partnership with Adidas as an international boycott controversy surrounding a separate campaign by the sportswear brand spills into the K-pop star’s newly launched collaboration.
The controversy does not stem from JENNIE’s own Adidas campaign.
Instead, boycott calls erupted after a local Adidas promotion in Israel featured Shalev Biton, a former Israel Defense Forces soldier who lost his left leg after being injured by an anti-tank missile fired from Gaza in 2021.
As criticism of the campaign spread online, some social media users began directing messages at JENNIE, including calls for the BLACKPINK star to end her relationship with Adidas.
The timing is particularly sensitive because JENNIE has just expanded her long-running relationship with the company by launching her first collection as an Adidas co-designer.
JENNIE’s First Adidas Collection Arrives Amid Controversy
Adidas officially unveiled “adidas Originals by JENNIE” on August 28, describing it as the singer’s first collaborative collection with the brand and her debut as a co-designer.
The FW26 collection launched globally on September 1 and includes JENNIE’s interpretations of Adidas Originals pieces, including the Superstar silhouette, apparel and accessories. Adidas said the project marked an evolution of JENNIE’s role from ambassador to “co-designer and creative collaborator.”
The launch should have been a major fashion milestone for the BLACKPINK member.
Instead, it coincided with growing calls to boycott Adidas over an entirely separate campaign thousands of miles away.
What Sparked the Adidas Boycott?
The controversy centers on Adidas’ Single Shoe service, which lets amputees buy one shoe instead of a pair.
In Israel, Adidas featured Biton among 11 disabled athletes in local store posters, separate from JENNIE’s global campaign. Biton, a former IDF soldier, lost his leg in 2021 when a missile from Gaza hit his vehicle.
Pro‑Palestinian activists criticized Adidas for highlighting him, citing Palestinian amputees from the Gaza war, sparking boycott calls. Israeli media noted some online claims were inaccurate, clarifying Biton was wounded in 2021 and the video did not mention his military service.
Adidas Apologizes After Backlash
Adidas subsequently apologized for the reaction caused by the Israeli promotion.Adidas described the material as a “local activation” and said it never intended offense. The company emphasized that the Single Shoe program extends beyond Israel, expanding across Europe, Asia, and the Middle East. They include Palestine, the UAE, Lebanon, Saudi Arabia, Kuwait, Qatar, and Egypt.
The statement effectively distinguished the Israeli promotional material from the company’s broader international initiative.
(Photo / adidas Korea)
Why Is JENNIE Being Drawn Into It?
There is currently no indication that JENNIE participated in the Israeli campaign or was involved in selecting Biton.
Her connection to the controversy comes through her high-profile relationship with Adidas.
JENNIE has represented the brand for several years, and her new collection significantly deepens that partnership. Adidas itself describes her as moving beyond the role of ambassador to become a creative collaborator.
That visibility has made her a target for some consumers participating in or supporting the Adidas boycott.
The distinction matters: this is not a controversy over an advertisement made by JENNIE in Israel. It is backlash against Adidas that has spread to one of the brand’s most prominent K-pop partners.
As of September 9, neither JENNIE nor her agency has announced an end to her Adidas partnership in response to the controversy.
With JENNIE’s first co-designed Adidas collection only days into its global rollout, attention will now turn to whether the boycott pressure remains focused on the company or develops into a broader debate over celebrity brand partnerships.
Key Takeaways
- JENNIE did not appear in the controversial Israeli promotion.
- The backlash originated from a local Adidas campaign featuring former IDF soldier Shalev Biton.
- Adidas has apologized over the local promotion following boycott calls.
- JENNIE launched her first co-designed Adidas collection globally on September 1.
- Some social media users are now calling on JENNIE to distance herself from the brand.
Park Minji is a K‑pop writer and journalist who delivers sharp insights and engaging stories on Korean music and culture for global readers.
📧 Contact: trustdouble@naver.com
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