"Boycott" Jennie, despite setting a sales record with Adidas... Why the backlash? [Star Issue]

*This content was translated by AI.

BLACKPINK member Jennie is facing demands from some fans to end her partnership with Adidas.

The 'Adidas Originals by JENNIE' collection was launched globally on the 1st. This marks the first time Jennie has served as a co-designer for the brand, following years of participation in Adidas campaigns.

Regarding the collection, Jennie stated it was "a project prepared over the past year" and described it as a "dream collaboration."

Reactions were already intense even before the global launch. Adidas Originals held pop-up events at its flagship stores in Shanghai's Xintiandi and Chengdu Taikoo Li. According to Chinese economic media outlet 36Kr, the Chengdu Taikoo Li store broke its own single-day sales record on the first day of the collection's release.

However, around the same time, a boycott movement against Adidas spread online. Some users in BLACKPINK and Jennie fan communities have called on Jennie to terminate her partnership with Adidas.

Comments such as "Boycott" and "Free Palestine" have appeared on Jennie's social media posts related to Adidas, fueling controversy surrounding the collaboration.

The controversy erupted when Adidas promoted its "Single Shoe" service for amputees by featuring former Israeli soldier Shalev Biton as one of the models.

Biton lost his left leg after being attacked while serving in the Israeli military during the 2021 conflict between Israel and Hamas. Adidas featured Biton and other athletes with disabilities in its advertising campaign to promote the "Single Shoe" service, which allows customers who need shoes for only one foot to purchase a single pair.

However, amid the situation where countless people in the Gaza Strip have lost limbs due to war, pro-Palestine activists criticized Adidas for using a former Israeli soldier as a model in a campaign targeting amputees, leading to ongoing calls for boycotts.

As the controversy grew, Adidas announced its apology on the 7th (local time). The company stated, "We recognize that images used in our recent local campaign have caused concern and strong reactions," adding, "We never intended to offend anyone, and we sincerely apologize to all those affected."

Adidas further emphasized that it is seriously taking up concerns and feedback raised, stating, "Inclusivity is a core value of Adidas, and we continue to strive to expand access to sports."

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*This content was translated by AI.