Two high-impact collabs, a pop-up store, and a sold-out reunion tour - Oasis are writing the playbook on music-led brand strategy in 2025.
Oasis aren’t just getting back together - they’re cashing in on the cultural capital they built across three decades. As Liam Gallagher gears up to front the Oasis Live ‘25 tour celebrating Definitely Maybe, the band is making strategic moves offstage too, with not one but two brand collaborations: adidas Originals and Burberry.
Both partnerships go beyond standard artist merch - they’re part of a 360° commercial and cultural strategy to monetise nostalgia, drive new revenue streams, and anchor Oasis as a multi-generational brand.
And the smart move? They’ve opened a limited-run Oasis pop-up retail store in Manchester, selling exclusive pieces from the adidas collab alongside music memorabilia and archive content. It’s not just a store — it’s a destination, designed to convert fandom into footfall and sales into story.
Oasis x adidas: Terracewear Meets Timeless Relevance
The “Original Forever” campaign with adidas is a full-circle moment. The collection revives 90s Oasis staples - Firebird tracksuits, bucket hats, coach jackets - for a new generation. But this isn’t just retro flair. It’s a way of hardwiring Oasis into the current Gen Z/Y2K fashion boom, while keeping their roots in terrace culture and Britpop style.
🔗 Watch the promo video:
Available online, in flagship stores, and at live tour venues, the apparel line is embedded directly into the Oasis Live ‘25 experience. For adidas, it strengthens Originals’ long-standing presence in music. For Oasis, it’s a profitable, credible way to align with cultural authenticity - and a fanbase who still see adidas as their generational uniform.
Oasis x Burberry: From Tracksuits to Trench Coats
If adidas is the sound of the people, Burberry brings the polish. Teased via Liam Gallagher’s trench-clad turn in Burberry’s new campaign, this partnership repositions Oasis within a more elevated narrative — still British, still rebellious, but reimagined through luxury tailoring.
🔗 Watch the campaign teaser:
Burberry has been doubling down on its Britishness under Daniel Lee, and Oasis are a strategic fit. Their music defined an era of working-class aspiration and attitude - a mood that fashion now actively seeks out to feel relevant. The collab hints at a creative capsule dropping later this year, with rumours of limited outerwear and exclusive tour-inspired pieces.
The Pop-Up: Turning Fandom into Footfall
Running for a limited time in the band’s hometown of Manchester, the Oasis x adidas pop-up isn’t just a store - it’s a love letter to fandom. Featuring the new collection, rare band archive items, and curated playlists, it bridges commerce and culture. For fans, it’s a pilgrimage. For the band, it’s another layer of monetisation around the reunion moment - direct-to-consumer, high-margin, and fully immersive.
Why This Strategy Matters
This is brand-building through music, not merch. Oasis are showing how legacy artists can use cultural storytelling to reignite commercial fire - especially when aligned with brands who get it. In 2025, nostalgia isn't just sentiment - it's strategy.
Fashion and music partnerships have always made noise, but this model is a masterclass in revenue diversification. It blends emotion and execution. Relevance and retail. And it proves that bands with cultural equity can still convert cool into cash - on their own terms.