Adidas apologizes for Israel campaign amid backlash against Jennie collaboration
Quick Look
Adidas apologized for a controversial local campaign in Israel featuring a retired Israeli soldier, while facing growing global criticism and boycott demands linked to its collaboration with K-pop star Jennie of Blackpink, whose agency released campaign photos amid the controversy.
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Why It Matters
Adidas faced criticism for featuring retired Israeli soldier Shalev Biton in a local campaign for its Single Shoe service in Israel, which drew backlash amid the ongoing conflict in Gaza where civilians have been killed and injured.
Adidas apologized Monday over its controversial promotion in Israel, while its collaboration with Blackpink's Jennie has fueled the global boycott.
As Jennie expands her role with Adidas, international criticism surrounding the brand appears to be spreading to the K-pop star.
According to media reports by the UK's Fashion Times and the Times of Israel on Wednesday, a growing number of fans have called on Jennie to cut ties with Adidas after her agency, OA Entertainment, released campaign photos Monday for the collaboration, "Adidas Originals by Jennie."
The collaboration, first announced by the sportswear brand on Aug. 28, named Jennie as a co-designer, marking her first time as a product designer after several years of modeling for the brand. The products went on sale worldwide Sunday.
However, the agency released the campaign photos just as international criticism and boycott demands against Adidas' local advertising in Israel intensified.
"Jennie, please leave the brand," "cut ties with adidas," fans wrote with the hashtag "#BoycottAdidas" on social media posts showing Jennie's collaboration.
The German sportswear manufacturer faced a global boycott for selecting the retired Israeli soldier Shalev Biton as the face of a local campaign for its Single Shoe service. Biton lost a leg while serving in the Israeli army in 2021.
The campaign drew backlash and questions about whether selecting an Israeli soldier as a key promoter is appropriate at a time when civilians have been killed and injured in the Gaza Strip.
Adidas apologized Monday, saying the promotion was only part of a local initiative rather than of a global campaign.
"We recognize that an image used in a recent local activation by the local team has raised concerns and strong reactions," Adidas said, according to the Times of Israel.
"It was never our intent to cause offense, and we apologize for anyone affected," it added.
What to Watch
AI outlook โ possibilities, not facts
Adidas will review its local marketing policies in conflict-sensitive regions
Likely ยท Within weeks
Jennie may face continued pressure from fans to end her collaboration with Adidas
Possible ยท Within months
Open Questions
- Will Jennie terminate her collaboration with Adidas due to the boycott pressure?
- How will the controversy affect Adidas' sales in key markets?
- Will Adidas review its global marketing policies regarding local activations in conflict zones?
