On September 7, 2026, BLACKPINK member Jennie and her personal independent agency, Odd Atelier (OA), found themselves at the center of intense online criticism following a new promotional post shared across social media platforms.
The official social media accounts for OA uploaded promotional imagery featuring Jennie showcasing her latest campaign and product range in collaboration with global sportswear giant Adidas.
While brand partnerships are standard for top-tier K-pop idols, the timing and choice of brand partner triggered immediate pushback from fans and social media users globally.
The backlash stems from ongoing global boycott movements targeting Adidas due to its alleged financial links, corporate stances, and commercial operations in Israel amid the humanitarian crisis and military conflict in Gaza and Lebanon.
Netizens and human rights advocates expressed deep disappointment that Jennie continues to actively promote and align her personal brand with a company currently on global consumer boycott lists, leading to a wave of critical quote-retweets and comments demanding her exit from the partnership.
Social Media Campaign Release and Fan Disappointment
The controversy escalated rapidly after OA published the official campaign photos on X (formerly Twitter) with the simple caption tagging the official campaign hashtag #adidasOriginalsbyJENNIE.
The post intended to showcase Jennie’s influence in the global fashion space, but the comment sections were quickly flooded by netizens urging the idol to reconsider her endorsement.
Many fans expressed heartbreak and frustration over the post, voicing their concerns directly in response to the agency’s official upload:
“Genuinely why. This is a zionist brand who openly supports isr*al. I hate this so much im so disappointed.”
Others directly addressed the artist, calling on her to sever ties with the brand to avoid being associated with political controversy:
“#BoycottAdidas Jennie, please leave this brand. We don’t want you associated with a brand that supports Israel while Israel is committing genocide in Gaza.”
A widespread sentiment among international fans highlighted concern over Jennie’s public image and legacy, with another user writing:
“I don’t want you to be on wrong side of history. Israel is slaughtering people in gaza and lebnon while adidas is cleaning their image by choosing ambassador from IDF.
We know you are kind hearted and you love kids. Please stay away from adidas.”
Broader Scrutiny Surrounding K-Pop Idols and Corporate Brand Boycotts
Jennie’s recent backlash highlights a growing trend of heightened political awareness and accountability demands within global K-pop fandoms.
Over the past year, international fans have increasingly called out prominent K-pop stars and major entertainment agencies for participating in promotional campaigns or accepting ambassadorships with multinational brands facing boycott campaigns.
While some supporters argued that idols often operate under long-term corporate contracts signed prior to recent geopolitical events and have limited control over agency scheduling, critics argue that established artists who run independent agencies- such as Jennie with OA-possess greater autonomy over their commercial choices.
As the call to #BoycottAdidas continues to trend among fans, neither Jennie nor Odd Atelier has issued a formal statement regarding the social media response or the future status of the endorsement deal.
