Molly-Mae announces Adidas footwear collaboration as rebrand gathers pace
Content creator turned fashion mogul, Molly-Mae Hague, has announced an upcoming footwear collaboration with Adidas.
Sharing the news with her 8.5 million Instagram followers, Hague wrote: "ADI X MM… what started as a dream years ago is now becoming reality. My own footwear collection with adidas, coming soon. I can’t even play it cool…
"I genuinely will never be over this. Three stripes. One vision. Curated by Molly-Mae. Coming soon."
The collaboration will see Hague work with Adidas on a limited footwear collection, with the sportswear brand confirming it is partnering with her on an upcoming SS26 campaign and product launch. Further details are expected to be announced in due course.
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Hague, who rose to prominence on Love Island in 2019, has increasingly shifted her focus towards long-term fashion projects and brand-building. In September 2024, she launched her own womenswear label, Maebe, following a two-year development period. The debut collection, positioned as accessible luxury, featured minimalist wardrobe staples including denim, tailored outerwear, crisp shirts and structured vests, offered in a neutral colour palette.
Maebe launched to strong consumer demand, with multiple pieces selling out shortly after release. The brand is available in sizes 4 to 20, with prices ranging from £35 to £140.
Alongside Maebe, Hague has increasingly placed herself within higher-fashion environments, including walking in the L’Oréal Paris fashion show.
Adidas has a long history of celebrity collaborations, having previously partnered with figures including David Beckham, Pharrell Williamsé and Bad Bunny. Hague’s inclusion signals the brand’s continued interest in working with digitally native talent that combines scale with commercial credibility.
The collaboration also comes at a time of strong financial momentum for Adidas. In Q3 2025, the sportswear giant reported record quarterly revenues of €6.63 billion (£5.84 billion), prompting it to upgrade its full-year operating profit forecast to around €2 billion (£1.76 billion).
