Adidas searches spike at JD as Molly-Mae collab drops
The footwear collaboration between Adidas Originals and reality TV star Molly-Mae Hague, which launches today, 9 April, with limited-edition reworked versions of the ‘Superstar II’ and ‘Samba’ silhouettes, has seen demand surge by 51% at JD.
In data collected by the sports fashion retailer, online search demand including the keyword ‘Adidas’ rose by one and a half times its original number on the day the release date was announced (31 March) compared with the previous day.
Meanwhile, over a seven-day period across March and April in the days leading up to the launch, queries around the ‘Samba’ collection were up 35% compared with the previous week, while search terms including ‘Superstar’ grew by 58% over the same period.
In addition, searches containing both ‘Molly-Mae’ and ‘Adidas’ grew by 2,667% over the same week, whereas searches that just included ‘Molly-Mae’ increased by 3,700%.
Callum McGuinness, Head of Digital Trade UK & ROI at JD, said: "Molly-Mae’s collaboration with Adidas has driven a strong surge in interest, with search demand spiking across the brand following the launch announcement.
"The growth we’ve seen around Samba and Superstar styles highlights the impact of influential partnerships in generating excitement and intent."
Molly-Mae reportedly took a “hands-on role” in shaping the look of the capsule collection, while also being involved in the creative narrative.
Both silhouettes “reflect Molly-Mae’s distinct approach to style”, with colourways inspired by iced summer drinks.
The ‘Superstar II’ features a soft cream/white upper and rich brown three stripes and heel detailing. A double-laced construction in complementary “latte-inspired tones” introduces a contemporary update to the classic shell-toe.
The Adidas Originals x Molly-Mae ‘Samba’ reworks the terrace staple with a fresh, modern palette. A ‘matcha-green’ upper is paired with off-white three stripes, a traditional gum sole, and the same double-laced system in off-white and soft pink, “delivering subtle intrigue while retaining the silhouette’s timeless appeal”.
Both silhouettes are priced at £100.
