BLACKPINK’s Jennie has found herself at the center of an unexpected controversy after some international fans called on her to end her partnership with Adidas.
The backlash comes as Adidas faces growing criticism over a recent advertising campaign launched by its Israeli branch.
Fans Urge Jennie to “Leave Adidas”
Jennie has worked with Adidas as a global ambassador for several years, but her relationship with the brand recently reached a new level.
On September 1, Adidas officially launched “adidas Originals by JENNIE,” marking Jennie’s first co-designed collection with the sportswear giant.
The collection quickly attracted attention from fans around the world. However, around the same time, controversy surrounding an Adidas campaign in Israel began spreading across social media.
Some international fans have since flooded posts related to Jennie’s Adidas collaboration with comments such as “Leave Adidas” and “Free Palestine.” Calls to boycott the brand have also gained traction online, with users using hashtags including #BoycottAdidas.
What Sparked the Adidas Controversy?
The controversy centers on Adidas Israel’s “Single Shoe Service,” which allows customers who only need one shoe—including people who have lost a limb—to purchase a single shoe rather than a pair.
As part of the campaign, Adidas Israel featured several athletes with disabilities, including Shalev Biton, a former Israeli soldier who lost his left leg in 2021.
The decision to feature Biton sparked criticism from pro-Palestinian activists and social media users.
Critics argued that featuring a former Israeli military member in an advertisement focused on limb loss was particularly insensitive given the large number of Palestinians who have suffered serious injuries and amputations during the war in Gaza.
The controversy eventually grew into calls for a wider boycott of Adidas.
Adidas Issues an Apology
As criticism continued to spread, Adidas issued an apology on September 7.
The company acknowledged that images used in the Israeli promotion had caused concern and strong reactions, while stating that there had been no intention to cause offense.
Adidas also clarified that the campaign was created by its local Israeli team rather than being part of a global advertising campaign.
Is Jennie Personally Involved?
Despite the backlash, there is currently no confirmed evidence that Jennie or her agency was involved in the controversial Israeli advertisement.
The advertisement was a separate local campaign by Adidas Israel, while Jennie’s involvement with the brand centers on her own global partnership and co-designed collection.
Still, because Jennie’s new collection represents a deeper partnership with Adidas, some fans have connected her name to the controversy and are calling on the K-pop star to distance herself from the brand.
For now, neither Jennie nor her agency has publicly announced any change to her Adidas partnership.
The controversy continues to spark debate among international K-pop fans, with many watching closely to see whether Jennie or Adidas will make any further statement.