Molly-Mae x Adidas : A Sign of Where Influencer Partnerships Are Headed

From Pay-to-Post to Purposeful Partnerships

For years, influencer marketing was dominated by transactional deals: pay-to-post, short-term, campaign-led activations with little long-term value. But that model is quickly becoming outdated.

What we’re seeing now and what the Adidas x Molly-Mae collaboration exemplifies is a shift towards long-term partnerships that feel authentic, strategic, and genuinely aligned.

Even if this collaboration ends up being a one-off on paper, it feels long-term. And that’s because Molly-Mae’s relationship with Adidas didn’t start today.

She has consistently worn Adidas trainers throughout her influencing career. Long before any official announcement, there was already history, familiarity, and real brand affinity. This isn’t a forced fit, it's a natural evolution.

And that’s exactly how the strongest influencer partnerships are built.

Is It Risky? Or Is It Strategic?

Of course, some will label this as a risky move. Molly-Mae has been framed as “controversial” by British media more than once. But that raises a much bigger question:

Is this collaboration quietly sending a message?

We’ve seen a recurring pattern in British media particularly when it comes to female founders and public-facing women. From Molly-Mae to Grace Beverley and Tala, the focus often shifts away from growth, success, and business impact, and towards criticism instead.

By moving forward with this collaboration, Adidas appears to be choosing credibility, influence, and longevity over headlines. And that matters.

It’s refreshing to see a global brand look past media noise and back a young woman navigating business, visibility, and life in the public eye. It reinforces the idea that media narratives don’t always get the final say,  brands do.

At Serotonin Digital, we’re constantly watching how influencer partnerships evolve and ready to help brands do the same. If you're interested in influencer marketing, get in touch today.