The Controversy Behind the Adidas Boycott
Jennie Adidas boycott calls have unexpectedly dragged BLACKPINK star Jennie into a heated global controversy following a local promotional campaign in Israel. According to British fashion media outlet Fashion Times, the backlash began after Adidas ran a ‘Single Shoe Service’ promotion in Israel, designed to help amputees purchase single shoes. The brand featured Shalev Biton, a former Israel Defense Forces (IDF) soldier and disabled athlete who lost his leg near the Gaza Strip in 2021, alongside 10 other disabled athletes. Pro-Palestine activists heavily criticized the move, arguing it was inappropriate to feature a former Israeli soldier in a campaign for amputees while the Gaza war has left numerous civilians with similar disabilities. This sparked widespread online protests using hashtags like #BoycottAdidas, prompting Adidas headquarters to issue an apology stating they never intended to cause offense.
How the Boycott Reached BLACKPINK’s Jennie
The anti-brand sentiment quickly spread to South Korean pop sensation Jennie, who recently launched her first co-designed collection titled ‘adidas Originals by JENNIE’ on September 1. Marking her debut as a co-designer rather than a mere model, the collection reimagines Adidas Originals footwear, apparel, and accessories, which Jennie previously described as a ‘dream collaboration.’ However, when Jennie’s agency, OA, posted additional campaign images and pictorials on social media, international netizens flooded the comment section with demands to ‘Free Palestine’ and urged Jennie to cut ties with the brand. While fashion insiders note that Jennie’s collection and the Israeli promotional campaign are entirely separate projects, some fans continue to demand that she distance herself from Adidas amidst the ongoing controversy.
