On January 15, 2026, Molly-Mae Hague, the influencer and former Love Island star, officially unveiled a long-anticipated partnership with global sportswear giant Adidas, launching a limited footwear collection that has already sparked a lively debate among fans and fashion watchers alike. The collaboration, years in the making, marks a significant milestone in Hague’s career, blending her signature street-inspired style with the iconic three stripes of Adidas.
The announcement, made via Hague’s social media channels, was delivered with palpable excitement. “I can’t quite believe I’m saying this… but in 2026 I’ll be officially partnering with Adidas on a limited footwear collection. This started as a dream years ago,” Hague wrote on Instagram, according to Mirror. She added, “It honestly still doesn’t feel real that it’s now happening. I’m beyond grateful to adidas for trusting me and to all of you supporting me every step of the way. Thank you from the bottom of my heart for making insane moments like this possible.”
Her enthusiasm was echoed in a series of campaign images, which showed Hague modeling Adidas apparel in front of a branded van and a towering stack of the brand’s iconic blue trainer boxes. The visual soft launch, shared on January 15, was a nod to the years-long relationship she’s cultivated with Adidas, often showcasing their styles in her own wardrobe and on social media, as noted by Filmogaz.
The collection itself, however, has become a lightning rod for conversation. Teased as “Three stripes. One vision. Curated by Molly-Mae. Coming soon…” the line is described as a “London girl shoe” and is expected to feature understated tones—think cream, tan, and brown-y shades. Hague explained her design inspiration in a behind-the-scenes look, saying, “I’m definitely liking the idea of like a cream and a tan, brown-y kind of colour. Because to me, the main part of the trainer being cream feels timeless. You can wear it all seasons.” She playfully compared the two key styles to popular drinks: “I feel like you’re either an iced latte girl or you’re a matcha girl. The idea that you can have like two trainers – one is like your iced latte and your matcha is like the cool girl. Which is so us, isn’t it?” as reported by The Sun.
But not everyone was sold on the vision. The online response was swift and, in many corners, less than enthusiastic. Fans flooded the comments sections with critiques, branding the collection “boring and beige.” One social media user quipped, “Omg, I could have told you in ten seconds it would be different variations of BEIGE,” while another sarcastically remarked, “Beige for spring? Groundbreaking.” Some questioned the practicality of cream trainers as year-round footwear, with one noting, “Cream can be worn all seasons? not where I live, they’d be covered in mud in winter.” Others simply declared, “Not very creative,” according to Mirror and The Sun.
Yet, Hague’s choices weren’t without their defenders. “Yeah but beige works for a reason,” one fan countered, while another added, “I’m sooo here for the matcha one.” The division among followers highlights the challenge of balancing personal style with widespread appeal—especially when working with a brand as globally recognized as Adidas.
Despite the mixed reviews, the partnership is already a financial triumph for Hague. According to an insider quoted by The Sun, she has earned well over £2 million from the deal—a testament to her influence and the commercial power of celebrity-brand collaborations in today’s fashion landscape.
The anticipation for the footwear line is being stoked further by Hague’s new documentary series, Molly-Mae: Behind It All, set to premiere on Prime Video on January 16, 2026. The series promises an inside look at her work process, with sneak peeks already circulating on Prime UK’s TikTok. In one clip, Hague holds up samples and discusses her creative direction, reinforcing her preference for the neutral palette and her desire to create something she’d “put on for a day trip to London.”
Her journey with Adidas also comes at a personal crossroads, as Hague candidly addresses her relationship with boxer Tommy Fury in the Prime Video series. “I am very proud of me and Tommy for working through things. It's just gonna bring us even closer as a family ... The last couple of months have been like the worst couple of months of my life. The feeling of a break up, it's like a physical pain, like your heart actually hurts. For everyone else, it's news, a bit of gossip. But for us, it's real life. Your whole world just feels like it's over,” she shares, offering fans a rare glimpse behind the public persona.
While the initial focus is on footwear, speculation is already brewing about a possible apparel extension. Given Hague’s previous success with PrettyLittleThing and her own brand, many fans and industry watchers believe a clothing line could be on the horizon, as reported by Filmogaz. The teaser images—featuring Hague in an Adidas tracksuit and belted trench—only add fuel to the rumors.
As for the trainers themselves, Hague remains steadfast in her belief in the collection’s timelessness and versatility. “Because to me, the main part of the trainer being cream feels timeless. You can wear it all seasons,” she reiterated during the campaign’s creative meetings, according to The Sun. And while detractors may bemoan the lack of bold colors or innovative shapes, Hague’s approach is rooted in her own fashion philosophy: understated, wearable, and reflective of her personal taste.
It’s a gamble that could pay off handsomely. The limited-edition nature of the collection—paired with Hague’s massive social media following and the global reach of Adidas—virtually guarantees that the trainers will be a hot commodity, regardless of the colorway controversy. And with the campaign’s official launch date still under wraps, the buzz is only likely to grow as more details emerge in the coming weeks.
In the end, Molly-Mae Hague’s Adidas collaboration is a snapshot of the modern influencer economy—where personal branding, social media clout, and corporate partnerships intersect to create both opportunity and scrutiny. Whether the critics or the fans have the final word remains to be seen, but one thing is certain: Hague’s journey from reality TV star to bona fide fashion collaborator is now cemented, cream trainers and all.
