Jennie Faces Unexpected Backlash Over 'Year-Long Project' Launch: "Please Cut Ties"

Controversy Over Featuring a Former Israeli Soldier as Model
Boycott Spreads Amid Accusations of Ignoring Gaza Tragedy
Backlash Spills Over to Jennie’s Debut Design Collection

Global sports brand Adidas has come under an international boycott after featuring a former Israeli soldier who lost his leg during the Gaza conflict as a local advertising model. The issue has since spilled over to Jennie of K-pop group Blackpink, who recently launched her first collaborative design collection with Adidas worldwide.

Blackpink's Jennie wearing Adidas products. Screenshot from Jennie's SNS.

Backlash over Use of 'Israeli Army Model' Undermining Social Contribution Intent

The controversy stems from the Israeli local promotion of Adidas' social contribution project 'Single Shoe Service.' The Single Shoe Service is a program that sells individual shoes at 50% of the full price to customers who need only one shoe due to limb disability or amputation.

The problem arose when Adidas selected 11 disabled athletes, including Shalev Biton, a former member of the Israel Defense Forces (IDF), as models for its Israeli promotion. Biton lost his left leg in May 2021 during fighting near Gaza after an anti-tank missile attack.

Former Israeli military disabled athlete Shalev Biton participating in Adidas' 'Single Shoe Service' promotion. Screenshot from SNS

As this information became public, pro-Palestinian activists and international human rights organizations immediately voiced their criticism. In the tragic context where Israel’s military operations have led to numerous civilians and children in Gaza suffering amputations, featuring an Israeli soldier as the face of a disability inclusion campaign was called a clear insult to victims of the war and an attempt to normalize crimes.

According to the World Health Organization (WHO), over 5,000 patients in Gaza have undergone traumatic amputation surgeries and more than 22,000 have suffered severe limb injuries since the outbreak of armed conflict in October 2023. Furthermore, due to Israeli restrictions on the entry of humanitarian supplies, Gaza faces a dire shortage of essential devices such as prosthetics. Against this backdrop, Adidas’s decision to use a former Israeli soldier in its marketing ignited further public outrage.

Adidas Issues Apology amid Boycott Movement

On social media, the boycott spread rapidly, led by pro-Palestinian human rights organizations such as 'Eye on Palestine' and the 'Palestinian Campaign for the Academic & Cultural Boycott of Israel (PACBI),' with hashtags like '#BoycottAdidas' becoming widespread.

With the controversy intensifying, Adidas promptly deleted the promotional video and issued an official apology on September 8 (local time). In its statement, Adidas said, "We are keenly aware that the images used in our recent local promotion caused concern and a strong backlash," adding, "There was never any intent to hurt or cause discomfort to anyone." The company continued, "We sincerely apologize to everyone affected by this incident, take the concerns raised very seriously, and will reflect deeply on all valuable feedback. Inclusion remains a core value of Adidas."

Fallout Reaches K-pop Star Jennie...Pressure to Terminate Partnership

The aftermath has also reached Jennie of Blackpink, who has been associated with Adidas for several years. On September 1, after more than a year of preparation, Jennie launched her first collaborative collection, 'adidas Originals by JENNIE,' globally, having participated extensively in the design process. The collaboration went beyond simple modeling and included products like the ballet-inspired 'Superstar SQ Ballet.'

Jennie of BLACKPINK wearing Adidas products. Screenshot from Jennie's SNS.

However, following the unveiling of the collection, Jennie’s social media was flooded with complaints from international fans. Some users left comments with the Palestinian flag emoji saying, "Free Palestine," "#BoycottAdidas," "Jennie, leave this brand immediately," and "Terminate your contract with Adidas."

It should be noted, however, that Jennie’s collaborative design collection is completely separate from the controversial Israeli local promotion. Nevertheless, as the boycott movement grows, it appears that both the launch of Jennie's first collection and her future partnership activities with the brand are likely to face significant setbacks.

This content was produced with the assistance of AI translation services.