BLACKPINK star Jennie is being urged by some fans to cut ties with Adidas after her label OA shared fresh images from her first co-designed Adidas Originals collection on X on Monday, 7 September 2026. The post landed as the sportswear giant faced a separate boycott campaign over an Israeli promotion featuring former soldier and amputee Shalev Biton, turning a major fashion moment for the Ruby singer into a political flashpoint.
Jennie's Dream Adidas Collab Lands at a Volatile Moment
The Adidas Originals by JENNIE collection launched globally on 1 September 2026, marking Jennie's debut as a co-designer for the brand after several years of appearing in Adidas campaigns. Adidas said the FW26 collection was inspired by 'Functional Grace', with the BLACKPINK member reworking Originals footwear, clothing and accessories through her own creative direction. Its hero piece is the Superstar SQ Ballet, a ballet-inspired interpretation of the shell-toe Superstar featuring a squared toe and ribbon detailing.
— OA (@oddatelier) September 7, 2026
Jennie had described the project in personal terms days earlier, telling followers it was 'something I've been working on for the past year' and calling it 'a dream collab'. On 7 September, OA posted another set of Adidas Originals by JENNIE campaign images, putting the collection back in front of fans just as calls to boycott Adidas were spreading online. The timing shifted some of the conversation away from the clothes and towards Jennie's continuing relationship with the company.
Fans Push Jennie To Walk Away
Several users in BLACKPINK and Jennie fan spaces directly asked the Like Jennie singer to end the partnership. 'Jennie, please leave this brand,' X user @blinkbdz wrote, while @HumaFazal763680 told the singer: 'Please stay away from adidas.' Other replies used the #BoycottAdidas hashtag and criticised Jennie's continued association with the company amid the separate controversy surrounding its Israeli promotion.
fuck adidas #boycott jennie should leave this brand https://t.co/J9Wbu82cgs
— rey (@paintrosetudor) September 7, 2026
That controversy centres on Adidas' Single Shoe Service, an accessibility initiative allowing customers with a limb difference to buy only the shoe they need for 50 per cent of the price of a pair. Adidas introduced the service across 23 European countries earlier this year, while a separate local promotion in Israel featured Biton among 11 disabled athletes.
Biton is a former Israeli soldier whose left leg was amputated after he was wounded during fighting near Gaza in May 2021. Activists objected to his inclusion in an amputee-focused campaign against the backdrop of Gaza's ongoing rehabilitation crisis.
The World Health Organization estimated in May 2026 that more than 5,000 limb amputations from traumatic injuries had occurred in Gaza since October 2023, alongside more than 22,000 major extremity injuries. Among the 2,277 amputees evaluated between September 2024 and May 2026, 18 per cent were children, while only 502 had received permanent prosthetics. Those figures have become central to criticism of the Adidas promotion, with campaigners arguing that the choice of a former Israeli soldier was particularly provocative in that context.
Adidas Apologises as Jennie Stays Silent
Adidas has issued apology after featuring former IDF soldier in its latest ad campaign amid backlash:
— Buzzing Pop (@BuzzingPop) September 8, 2026
“We recognize that an image used in a recent local activation has raised concerns and strong reactions. It was never our intent to cause offense and we apologize for anyone… pic.twitter.com/PgqrFCouow
Adidas apologised on 7 September after boycott calls intensified, saying an image used in a 'recent local activation' had 'raised concerns and strong reactions'. The company said it was 'never our intent to cause offense' and apologised to those affected, while characterising the disputed material as a local initiative. There is no stated connection between the Adidas Originals by JENNIE collection and the Biton promotion beyond their association with the same company.
As of publication, neither Jennie nor OA had publicly addressed the calls for her to leave Adidas, while her collaborative collection remained available through the brand. The criticism is therefore centred on Jennie's commercial relationship with Adidas rather than on any statement she has made about the conflict, and there is no evidence she was involved in the Israeli promotion. For fans calling on her to walk away, however, OA's latest campaign post has placed one of Jennie's biggest fashion collaborations inside a much wider debate over celebrity endorsements and consumer boycotts.
