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Why Did the Jennie Adidas Boycott Controversy Spread to the Design Collection?
2026.09.14 10:25
A summary of the Jennie Adidas boycott controversy! I will explain why the #BoycottAdidas movement, which started with an advertising issue in Israel, has spread to Jennie, who recently released her first co-designed collection.
These days on social media #BoycottAdidas You see a lot of hashtags, right?😭 Of all times, Blackpink's Jennie released her first co-design collection with Adidas right at this time, I hear that fans are even saying, "Please, cut ties with Jennie." I'll summarize exactly what happened for you, focusing on the facts✨
1. Jennie Unveils First Co-designed Collection with Adidas
Jennie announced her first co-design collection with Adidas, 'adidas Originals by JENNIE,' on August 28. She did. She said it was even more meaningful because she had previously only worked as a model and ambassador, but this time she also put her name on the list as a designer. The collection was released simultaneously worldwide on September 1st, and the campaign photos were unveiled on September 7th.
2. Controversy over the unfortunate overlap with Adidas's local advertisement in Israel
The problem is that the release of this pictorial coincided with the controversy surrounding Adidas Israel's 'Single Shoe Service' advertisement. It is. This service sells a single shoe to consumers who need only one at half the price of a pair, but the trouble started when former Israeli Defense Force (IDF) soldier Shalev Biton appeared as a model. It was.
Biton is a man who lost his left leg in May 2021 due to an anti-tank missile attack fired in the Gaza Strip while serving in the Israeli Army's Nahal Infantry Brigade.
After the advertisement was released, she posted a promotional video on her social media saying "My dream has come true," but later deleted it.
3. Why has the controversy escalated to this extent?
Pro-Palestinian activists and international netizens pointed out that it was inappropriate to use a former Israeli soldier in an advertisement targeting amputees, especially given that the Gaza War has resulted in numerous Palestinian civilians and children losing limbs. I did it💦 As this criticism spread rapidly on social media, calls for a boycott spread along with the hashtag #BoycottAdidas.
4. Boycott demands spread even to Jennie's social media
As the controversy escalated, the fallout also reached Jennie, who had just begun expanding her relationship with Adidas as a designer. In the social media post where Jennie announced the collection... Comments such as "Free Palestine," "Jennie, please leave this brand," and "Distance yourself from Adidas" These comments followed one after another. Some fans even publicly demanded that the collaboration be stopped altogether. However, it must be noted that Jennie's collection is a completely separate project from the controversial local advertisement in Israel.
5. Adidas Finally Apologizes, Controversy Continues
Adidas issued an official apology via Instagram on September 7-8. They did. They stated, "We are aware that the image used in a recent local promotion in Israel has sparked concern and a strong reaction," and added, "We had no intention of hurting or offending anyone." They drew a clear distinction, clarifying that the advertisement in question was a local promotion conducted by a team in Israel, not a global campaign. However, despite the apology, calls for a boycott against Jennie have not completely subsided, so it seems we will have to wait and see how things unfold.
💡 Frequently Asked Questions (Q&A)
Q. Why did the controversy regarding Jennie boycotting Adidas arise?
A. Adidas Israel sparked controversy by using a former Israeli soldier in an advertisement selling a single shoe, and around the same time, as a photo shoot featuring Jennie in a co-designed collection with Adidas was released, calls for a boycott spread to Jennie as well.
Q. Who is the former Israeli soldier featured in the advertisement?
A. Shalev Biton is known to have lost his left leg in an anti-tank missile attack fired in Gaza in 2021.
Q. Is Jennie's collection also related to the controversial advertisement?
A. No. Jennie's 'adidas Originals by JENNIE' collection is a separate project from the controversial local advertisement in Israel.
Q. How did Adidas respond to this controversy?
A. On September 7-8, they issued an official apology and explained that the advertisement in question was a local promotion by a team in Israel, not a global campaign.
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