adidas becomes Oasis's tour merch partner — 400K+ units sold, double Cannes Grand Prix

When Oasis announced their Live '25 reunion, nearly every brand in Britain tried to claim a slice — Berghaus, Burberry, Barbour, Asda, Kappa, Levi's and more. adidas Originals and agency Johannes Leonardo took a different route: instead of another logo-on-a-photo sponsorship, the sportswear brand became the band's official tour merchandise partner, launching a 26-piece collection and a three-minute film under the name 'Original Forever'.

The film, which premiered on Channel 4 on June 19, 2025, is soundtracked by 'Live Forever' and layers four performances of the song — the 1994 demo, Maine Road 1996, Old Trafford 2018 and the Crouch End Festival Chorus's 2025 rendition — as a crowd-surfer travels through three decades of Oasis history. It ends with Liam and Noel Gallagher on screen together, their first on-screen reunion in years.

The collection — Firebird tracksuits, football jerseys, bucket hats and Gazelles — sold in pop-up stores at stadium gates, on adidas.co.uk and oasisinet.com, and the film played at all 41 tour dates as the warm-up act, with crowds singing along before the band took the stage. Live '25 was the first time adidas had made official tour merch with an artist.

Results: one item sold per second at peak, 100% sell-through and 400,000+ units in the UK, 33% of buyers new to adidas (28% of those Gen-Z), women's apparel up 85% year on year, and 1.3 billion PR impressions. At Cannes Lions 2026 the campaign won a rare double Grand Prix — Entertainment and Entertainment for Music.