Description
Oasis fans don't just listen to the band — they live the culture around it. For more than three decades, Oasis and adidas have shared the same cultural DNA, rooted in football, fashion, and music. As anticipation for the band's historic reunion reached fever pitch, fans weren't looking for a brand collaboration. They were looking to relive a feeling.
adidas Originals celebrated the return of Oasis by turning the reunion into a tribute to the fans who kept the band's legacy alive. Instead of focusing on the Gallagher brothers, Original Forever captured the emotional connection between generations of fans, showing that while decades may pass, some cultural moments never fade.
Created with Johannes Leonardo, the campaign launched alongside the adidas Originals x Oasis Live '25 collection, a 26-piece range inspired by three decades of shared cultural history. At the heart of the campaign was a three-minute film set to a new arrangement of Oasis's iconic anthem *Live Forever*. Following a crowd surfer travelling through time, the film transported viewers across the band's defining moments, from the early 1990s to Knebworth, Wembley and finally the 2025 reunion. Blending archival inspiration with newly shot footage, the film recreated the energy, euphoria and sense of belonging that defined an Oasis concert experience. Every detail, from casting and styling to production design and soundtrack, was crafted to feel authentic to both Oasis fans and adidas loyalists.
The campaign became one of the most talked-about brand collaborations surrounding the Oasis reunion, generating strong engagement across generations of fans. From lifelong followers who experienced the band's rise in the 1990s to younger audiences discovering Oasis for the first time, Original Forever successfully positioned adidas Originals at the centre of one of the biggest cultural moments of 2025. More than a merchandise launch, the campaign reinforced adidas's long-standing relationship with music culture and demonstrated how authentic brand heritage can create relevance across generations.
This professional campaign titled 'Original Forever (case study)' was published in United Kingdom and United States in June, 2026. It was created for the brands: adidas, adidas Originals, and Oasis, by ad agency: Johannes Leonardo. This Audio, Content, and Experiential media campaign is related to the Fashion and Music industries and contains 1 media asset. It was submitted about 21 hours ago by LLLLITL.
Credits
Client: adidas, London.
Creative Agency: Johannes Leonardo, New York.
Production: Frame By Frame, Rome.
Post Production: Blacksmith, New York. Cabin Editing, New York. Concret Form, Los Angeles.
Media Agency: EssenceMediacom, New York.
Other: Lost Loved, Dover. Prodco, Los Angeles.
Brand: adidas.
Chief Creative Officer: Alasdhair Willis.
Chief Marketing Officer: Nick Craggs.
Brand Director: Chris Walsh.
Communications Director: Steve Marks.
Marketing Director: Laura Coveney.
Marketing Manager: Nathan Whitworth, Sam Quelch.
Communications Manager: Dijana Krnjajic.
Producer: Holly Craggs.
Production Director: Greta Bridekirk.
Business Affairs Manager: Michelle Montgomery.
Consultants: Gary Aspden, Mike Chetcuti.
Agency / Creative: Johannes Leonardo.
Chief Creative Officers: Jan Jacobs, Leo Premutico.
Chief Executive Officer: Helen Andrews.
Executive Creative Directors: Jeph Burton, Hunter Hampton.
Creative Directors: Alfonso Ruiz, Zack Browne.
Associate Creative Directors: Celia Mortlock, Austin Haas.
Head of Production: Tasha Cronin.
Executive Producer: Tina Diep.
Producers: Danica Rosen, Rose Mahan, Sharizma Budden, Omar Zapata.
Business Affairs Director: Alesa Blanchard-Nelson.
Business Affairs Manager: Joe Bringuier.
Group Account Directors: Sara Katherine Rich, Kaki Bjorklund.
Agency / Creative: LOST LOVED.
Research & Development: Jamie Sewell.
Production: ProdCo.
Director: Leigh Powis.
Executive Producers: Zico Judge, Ian Pons Jewell, Patrick Wood.
Managing Directors: Emma Wilcockson, Jon Adams.
Head of Production: Yvonne Ortiz, Sam Levene.
Producers: Theo Hue Williams, Alex Ayodele-Otele.
Director of Photography: Sayombhu Mukdeeprom.
Production Designer: Bon Walsh.
Managing Partner: Harvey Austin.
Photographers: Phil Splaine, Jennifer Jules.
Production Manager: Michelle Kirkman.
Production Assistants: Nancy Eite Cooper, Lottie Taylor, Abby Rothwell, Mia Henderson.
Post Production / VFX: Blacksmith.
Executive Producer: Charlotte Arnold.
VFX Producer: Lily Sarokin.
Shoot Supervisor: Jim Radford.
Compositing Lead: Ben Kwok.
Compositing: Dylan Nett.
Post Production / VFX: Frame by Frame.
Post Production Supervisor: Alessandro Pozzi.
Colourist: Claudio Del Bravo.
Editor: Michael De Angelis.
Producer: Matteo Lepore.
Technologists: Vladimir Vasiljevic, Sergio Strampelli.
Retouching: Nadia Selander, Sergio Strampelli.
Editorial: Cabin Edit.
Editor: Tom Hohle.
Edit Assistant: Kao Cheng Kai.
Producer: Jasmine Henry.
Executive Producer: Hope DuHaime.
Music / Sound: Concret Form.
Sound Designer: Raphael Ajuelos.
Sound Editor: Nathan Bonetto.
Sound Recordist: Yohann Henry.
Talent: Crouch End Festival Chorus.
Licensing: LOST LOVED.
Founder: Jamie Sewell.
