Some collaborations happen online. This one happened on tour.

When the Gallaghers announced their reunion, the UK had one story—and every brand ran toward it. In a moment flooded with opportunism, even authenticity risks looking superficial. In a sea of noise, realness had to feel undeniable.

So instead of making a campaign about the reunion, we made adidas part of the tour—bringing the band of the ’90s back to the stage the way they’d always been: in Three Stripes. The Live ’25 collection wasn’t merch dressed up as fashion; it was fashion designed as merch—official tour pieces carrying the language and attitude of both Originals and Oasis. A wardrobe born from shared history, not borrowed hype. 

With the collection as our center of gravity, we created a  music video for Original Forever—showcasing crowd surfers (wearing the collection) traveling through time toward the stage where band and fan reunited. The film became the tour’s opening visualizer, warming up stadiums night after night. The merch promoted the tour. The tour amplified the product. And 41 shows later, the collection had sold out globally. adidas and Oasis didn’t just make another  collaboration. They made history together… again.