Adidas x Molly-Mae: A Collaboration That Feels Years in the Making

Fashion collaborations often arrive wrapped in hype, countdowns and teaser campaigns. What makes the Adidas x Molly-Mae partnership feel different is that, in many ways, it has been quietly developing in plain sight for years.

Molly-Mae Hague has long been aligned with Adidas without any formal contract. A quick scroll through her Instagram shows a clear pattern: classic track bottoms, Sambas, Spezials, and an overall minimalist, neutral wardrobe that naturally mirrors the brand’s identity. Long before this became an official partnership, she was already an organic ambassador through her own personal style.

Last week, that alignment became official. Taking to Instagram Stories, Molly-Mae revealed that in 2026 she will partner with Adidas UK on a limited footwear collection. Her message focused less on marketing and more on gratitude, describing the collaboration as a long-held dream and thanking both the brand and her audience for their support. That tone is significant. Rather than positioning this as just another influencer deal, she framed it as the result of years of consistency and trust — something that resonates strongly with modern audiences who value authenticity.

Although details of the collection are still under wraps, her established aesthetic offers clear clues about what to expect. If her past styling is anything to go by, the trainers are likely to feature understated, wearable tones rather than bold, trend-led designs. Warm browns, soft creams and muted neutrals feel like a natural fit — footwear designed to blend seamlessly into everyday wardrobes rather than dominate them.

The decision to launch with a limited footwear collection is also a smart move. Limited drops create excitement, but they also protect the integrity of both brand and creator. For Adidas, it keeps the collaboration special and controlled. For Molly-Mae, it reinforces a sense of curation rather than mass-market overexposure.

Fans are already speculating whether this partnership could extend beyond footwear. Given her previous fashion experience with PrettyLittleThing and her own brand ventures, an expansion into clothing in the future wouldn’t be surprising. For now, however, footwear feels like a logical starting point — it is highly visible, deeply tied to Adidas’ heritage, and closely aligned with how Molly-Mae already presents herself.

There is no official launch date yet, but the timing suggests more details could emerge soon. Season 2 of Behind It All dropped on Amazon Prime last week on 16th January 2026, and viewers may already be getting a closer look at how this Adidas partnership developed behind the scenes.

If anything, this collaboration feels less like a sudden announcement and more like an inevitable next step.

Watch this space.