BLACKPINK’s Jennie is facing calls from some fans to end her partnership with Adidas. The sportswear company is currently dealing with international criticism over a campaign in Israel. Reports by Fashion Times and The Times of Israel published on September 9, 2026, said that the backlash intensified after Jennie’s agency, OA Entertainment, shared campaign images for “Adidas Originals by Jennie” on September 7.
The collaboration was first announced by Adidas on August 28 and marks Jennie’s first role as a product designer after several years of the South Korean star working with the sports brand as a model. The collection went on sale worldwide on September 6. However, the launch was received negatively due to a separate Israeli campaign for its Single Shoe Service, featuring Shalev Biton, a retired Israeli soldier who lost a leg while serving in the Israeli military in 2021.
Watch a recent teaser below:
The campaign provoked boycott calls and questions about the decision to feature a former Israeli soldier while the Israeli forces continue carrying out a genocide in Palestine. Adidas apologized on September 7 and said the promotion was part of a local initiative rather than a global campaign, saying:
“We recognize that an image used in a recent local activation by the local team has raised concerns and strong reactions,” Adidas said, as per the Times of Israel. “It was never our intent to cause offense, and we apologize for anyone affected,” it added.
Jennie’s own collaboration has nevertheless been affected as a result of the wider controversy online. Many fans are asking the BLACKPINK member to cut ties with the brand and are using the hashtag “#BoycottAdidas” on social media.
