Why the Molly-Mae x adidas Partnership Worked & What Brands Can Learn From It

When adidas announced its partnership with Molly-Mae Hague, the reaction was immediate, and largely positive.

In a market saturated with influencer collaborations…

this one stood out not because it was loud, but because it was right. The alignment felt natural, the rollout felt considered, and the audience response proved that influencer marketing, when done properly, still works exceptionally well.

So why did adidas choose Molly-Mae, and why did it land?

Authenticity Over Algorithms

Molly-Mae wasn’t chosen because she was trending that week. She was chosen because her personal brand already aligned with what adidas wanted to communicate.

She has spent years positioning herself around:

• discipline and routine

• wellness and balance

• ambition without chaos

• an aspirational but relatable lifestyle

That mirrors how adidas has evolved — less about elite sport alone, more about everyday performance, mindset and movement.

The partnership didn’t feel like a brand borrowing reach. It felt like two identities meeting in the middle.

Long-Term Brand Building Beats One-Off Hype

One of the strongest elements of the campaign was its pace.

Rather than a single product drop or one-off post, the partnership leaned into long-term storytelling. Molly-Mae wasn’t “selling” adidas, she was integrating it into her existing narrative.

That matters.

Audiences are increasingly sceptical of transactional influencer content. They can spot a forced endorsement instantly. This collaboration worked because it didn’t interrupt her content, it complemented it.

Audience Trust Was Already Established

By the time adidas partnered with Molly-Mae, trust was already there.

Her audience doesn’t just follow her — they buy into her routines, recommendations and values. That level of trust can’t be manufactured through briefings or contracts. It’s built over time.

From a brand perspective, this is crucial:
you’re not buying content, you’re borrowing trust.

And adidas chose a creator whose trust equity was already strong and stable.

Why This Matters in 2026 and Beyond

The Molly-Mae x adidas partnership reflects a broader shift in influencer marketing.

What worked here is exactly what brands are moving towards:

• fewer creators, deeper relationships

• long-term partnerships over short-term reach

• creators as brand ambassadors, not ad placements

• storytelling over sales-led messaging

As influencer marketing matures, success looks less like virality and more like consistency, credibility and cultural alignment.

Key Takeaways for Brands

If you’re building influencer partnerships in 2026, this collaboration offers a clear blueprint:

• Choose alignment over audience size

• Invest in creators whose values mirror your brand

• Think long-term, not campaign-by-campaign

• Allow creators creative freedom to integrate your brand naturally

• Measure success through trust and relevance, not just impressions