Original Forever.
adidas Originals launched its Oasis Live '25 tour collection with a three-minute film that carries viewers on a crowd of fans through 30 years of Oasis, ending on Liam and Noel Gallagher side by side.
- Brand
- adidas Originals
- Agency
- Johannes Leonardo
- Market
- UK
- Region
- Global
- Year
- 2025
The challenge
Oasis's Live '25 reunion tour, opening in Cardiff on 4 July 2025, was, in the case study's words, one of the biggest cultural moments of 2025, and adidas and the band share three decades of history in football, fashion and music. The case study's insight: fans 'weren't looking for a brand collaboration. They were looking to relive a feeling.'
The idea
adidas Originals partnered with Oasis on official tour merchandise, a 26-piece collection, and launched it with 'Original Forever', a three-minute film by Leigh Powis of ProdCo set to a new arrangement of 'Live Forever'. Crowd surfers carry the viewer from the early 1990s through Knebworth and Wembley to the 2025 reunion, ending on the Gallagher brothers together. Johannes Leonardo says it was the first time Liam and Noel had been seen together outside the tour announcement in over a decade, and that more than 300 extras were street-cast from around the UK. The film aired on Channel 4 at 9pm on 19 June 2025.
Results
- adidas says the launch generated 'exceptional visibility and consumer engagement' (Annual Report 2025)
Case study source: Johannes Leonardo Source ↗
Awards
- Cannes Lions 2026Entertainment LionsGrand Prix
- Cannes Lions 2026Entertainment Lions for MusicGrand Prix
- Cannes 2026: Bronze in Film
Credits
- Co-entrant
- adidas London
- Production company
- ProdCo
- Director
- Leigh Powis
- Production and VFX
- Frame By Frame
- VFX
- Blacksmith
- Media
- EssenceMediacom
