BLACKPINK's Jennie Faces Calls to End Adidas Partnership

BLACKPINK's Jennie is facing calls from some overseas fans to end her partnership with Adidas after controversy over a separate advertisement in Israel spilled over to her social media.

According to foreign media reports on Sept. 9, posts promoting Jennie's Adidas collaboration on her and her agency OA Entertainment's accounts have drawn comments such as "Free Palestine" and "Jennie, please leave this brand." Some users have also shared the hashtag #BoycottAdidas while urging her to distance herself from the company.

Jennie launched her first co-designed collection, "adidas Originals by JENNIE," worldwide on Sept. 1. The project marks her first time participating as a co-designer after years as an Adidas ambassador, with campaign photos released on Sept. 7.

The controversy began with an Adidas Israel advertisement for its Single Shoe Service, which allows customers who need only one shoe to purchase a single shoe. The campaign featured Shalev Biton, a former Israeli soldier and athlete with a disability. Pro-Palestinian activists criticized the choice, arguing that it was inappropriate given the large number of Palestinian civilians and children who have lost limbs during the war in Gaza.

Adidas apologized on Sept. 7, saying it had not intended to cause offense. The company explained that the promotion was carried out by its local team in Israel and was not part of a global campaign.

Jennie's collection and the disputed advertisement are separate projects, and there is no indication that she was involved in the latter. Nevertheless, the boycott calls directed at Adidas have begun to affect the response to her new collaboration.