Celebrity Name: Molly-Mae Hague
Brand Name: Adidas Originals
Deal Type: Limited-Edition Footwear Collaboration
Launch Date: April 9, 2026
Impact: Establishes Molly-Mae as credible fashion designer; reinforces Adidas’ strategy of partnering with authentic cultural influencers
- Molly-Mae Hague has officially partnered with Adidas Originals to design a limited-edition footwear collection, marking a major career milestone for the influencer who has been organically wearing the brand for years.
- The collection features two redesigned classics: the Adidas Samba in matcha-green and the Superstar II in “iced latte” beige, both priced at £100 per pair, launching April 9, 2026.
- Molly-Mae took full creative control as designer, infusing her signature clean-girl aesthetic with double-laced details and color palettes inspired by popular beverages, creating shoes that feel both timeless and distinctly hers.
- The collaboration has already generated over £2 million for the Love Island alum, reinforcing how celebrity partnerships continue to reshape the fashion-influencer economy.
When Molly-Mae Hague announced her partnership with Adidas Originals in January, it felt less like a surprise and more like a full-circle moment.
The former Love Island star has long been synonymous with the brand’s classics, from Firebird track pants to Handball Spezials, making this collaboration a natural evolution.
Now, the British influencer and founder of sustainable fashion brand Maebe has unveiled two beautifully reimagined sneakers: a matcha-green Samba and an “iced latte” Superstar II.
Both feature Molly-Mae’s signature double-laced construction and neutral palette that defines her modern aesthetic. “Seeing my creative vision come to life on two iconic Adidas Originals silhouettes is a true dream,” she shared.
The limited-edition drops follow a strategic rollout, with collections launching across Adidas stores, JD Sports, ASOS, and Office at £100 per pair.
This partnership demonstrates how influencer collaborations continue to thrive in the competitive footwear space. Just as Stray Kids’ Felix earned recognition as a global icon for the brand, Molly-Mae’s hands-on design role elevates sneaker collaborations beyond simple endorsements.
Similarly, Larry June’s recent partnership with Adidas on rod laver designs shows the brand’s commitment to diverse creative partnerships.
Her new Prime Video documentary series, “Behind It All,” offers behind-the-scenes insight into the design process, further cementing her evolution from reality TV personality to legitimate fashion collaborator.
Takeaways
Molly-Mae Hague’s Adidas collaboration represents a pivotal shift in how brands approach influencer partnerships. Rather than quick endorsement deals, this partnership gave creative control to an influencer whose personal style already aligned with the brand’s DNA. The result? Authentic design that feels earned, not forced.
The £2+ million deal signals that Adidas recognizes the commercial power of Gen-Z-friendly aesthetics. Molly-Mae’s neutral, “clean-girl” palette isn’t just trendy, it’s timeless, appealing to broader audiences beyond die-hard sneaker heads. This strategy directly competes with other major collaborations while maintaining brand integrity.
Do you think collaborations feel more genuine when the influencer has a genuine relationship with the brand (like Molly-Mae with Adidas) versus one-off endorsements? As fans, does knowing that an influencer had hands-on creative control make you more likely to buy the product?
