Reality TV star and influencer Molly-Mae Hague has taken a significant step in her carefully orchestrated career transformation, announcing a lucrative partnership with sportswear giant Adidas. The 25-year-old shared the news with her 8.5 million Instagram followers on Sunday, revealing a limited-edition footwear collection set to launch in 2026.
From Love Island to Luxury Collaborations
Molly-Mae, who first found fame on the 2019 series of Love Island at age 20, described the deal as a dream 'years in the making'. In a series of promotional posts, she posed alongside an Adidas-themed van surrounded by the brand's iconic blue shoe boxes, captioning the images: 'Three stripes. One vision. Curated by Molly-Mae. Coming soon…'.
'I can't quite believe I'm saying this... but in 2026 I'll be officially partnering with @adidasuk on a limited footwear collection,' she wrote in a behind-the-scenes glimpse. 'This started as a dream years ago and it honestly doesn't feel real that it's now happening.'
A Strategic Shift in Brand Identity
This high-profile collaboration marks a pivotal moment in Hague's deliberate and 'pricey rebrand', a move away from the hyper-relatable persona that endeared her to fans. Industry sources indicate she is actively shedding the 'influencer' and 'ex-Love Islander' labels to position herself as a serious figure in high-end fashion.
Her strategy appears to involve aligning with classic, prestigious spaces. This follows her runway appearance for L’Oreal Paris in September 2023 and a feature in British Vogue in November 2024. The Adidas deal places her alongside other major celebrities who have partnered with the brand, including David Beckham, Pharrell Williams, and Beyoncé.
'The brand deals she says yes to are very tactical,' a source revealed. 'She will have everyone and anyone throwing themselves and money at her, but not many get the yes.'
Personal Life and Public Scrutiny
The business announcement comes amid ongoing public interest in her personal life. In a new trailer for her Prime Video series, Behind It All, Molly-Mae described moving back in with partner Tommy Fury following their split in August 2024 as 'bittersweet'.
The couple, who share a two-year-old daughter, Bambi, separated due to Fury's struggles with alcohol addiction, which he linked to a boxing injury. While they have since reconciled, Hague admitted to living with a 'fear of the unknown' regarding their future.
Molly-Mae's latest venture with Adidas solidifies her ambitious pivot from reality star to a curated brand in her own right, a transformation that continues to unfold in the public eye.
