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Fashion & Apparel · July 2026

Original Forever — Adidas x Oasis

PR Campaign
Tuesday 23rd June, 2026

Adidas partnered with English band Oasis to create an ‘Original Forever’ collaboration that produced official tour merchandise and cultural moments tied to the band’s legacy, positioned to drive mainstream attention and boost Adidas’s lifestyle relevance.

Why it worked: It hijacked a real-world tour with official merch and nostalgia-fueled moments, turning a legacy fanbase into measurable brand momentum now.

The lesson: Consider timing a limited, officially sanctioned drop to a live cultural moment with a built-in tribe, then quantify the revenue lift.

Adidas
5 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
merca20.com Original Forever de Adidas Originals gana el Grand Prix en Entertainment Lions en Cannes Lions 2026 Tuesday 23rd June, 2026
adweek.com Adidas’ Oasis Homage Among 8 Grand Prix Winners From Cannes Lions 2026 Day 2 Tuesday 23rd June, 2026
variety.com Cannes Lions Entertainment Awards: Adidas Takes Home Grand Prix for Oasis ‘Original Forever’ Collaboration Friday 26th June, 2026
wwd.com Columbia Sportswear, Adidas, The Ordinary Scoop Top Prizes at 2026 Cannes Lions Tuesday 30th June, 2026
bandt.com.au Adidas Passes Global Media Account To Omnicom Media - B&T Wednesday 1st July, 2026

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