It’s been a busy summer for lawsuits and controversies for the Kardashian-Jenner sisters, and it doesn’t look like the heat is going to let up anytime soon. Kendall Jenner’s new Adidas campaign was just released, and the sportswear company is already facing backlash over its choosing the model instead of an athlete.
The new campaign for Adidas Originals features Jenner as the star of a series of futuristic videos where she’s waking in an incubator (that remind us of Passengers) with a voiceover by the 21-year-old quoting lyrics from Frank Sinatra’s “My Way.”
Although Jenner isn’t the only model serving as the current face of an activewear brand — her sister Kylie Jenner has her own Puma collection, Gigi Hadid is a face of Reebok, Karlie Kloss has fronted both Nike and Adidas, and Hailey Baldwin also served a stint as an Adidas Originals spokesmodel — folks are still unhappy that the brand didn’t cast a real athlete.
However, Originals is the lifestyle branch of Adidas, so the fact that it was a model they chose over a real athlete was not the biggest thing the public took issue with. Rather, the Twitterverse specifically harped on how there was nothing original about signing the reality star, who already has a mile long list of campaigns under her belt including Estée Lauder and Calvin Klein.
In response, Adidas has defended their decision to cast Jenner. In a statement to Insider, a company representative said: “Original Is Never Finished celebrates a new group of creators, each who identify in their own way with the current generation. Each creative embodies the spirit of adidas Originals as a pioneering force shaping the world today by challenging the status quo in their very own way. All are true Originals and we look forward to our creative journey together. A longtime fan of the brand, Kendall embodies the spirit of adidas Originals as a creative force shaping the world today by challenging the status quo in her very own way. A classic icon, Kendall is a true Original and we welcome her to our family.”
It’s not the first time the public has been angry with the model “usurping” professionals — though it wasn’t for an ad campaign, Jenner elicited the outrage of dancers with a ballet-themed photoshoot and video for Vogue in September 2016. The video showed Jenner wearing pointe shoes and mimicking ballet moves in a dance studio, and was decried for being deeply inaccurate and offensive.
What do you think about the choice of Kendall Jenner for Adidas Originals? Tell us if you’d have cast a different face for the brand @BritandCo!
(Photos via Adidas)