What Brands Can Learn from the Oasis x Adidas Collaboration
The Oasis x Adidas Originals collaboration shows how authenticity, cultural credibility, and legacy storytelling can turn a brand partnership into an iconic marketing moment.
As sponsorship marketers, we often talk about the power of authenticity and alignment, but few partnerships demonstrate it as effectively as the recent Oasis x Adidas Originals collaboration.
Oasis, the beloved UK band synonymous with 90s Britpop, has long been linked to Adidas through the casual fashion choices of Noel and Liam Gallagher. Adidas Originals leaned into this organic association and built a campaign that didn’t just borrow Oasis’ cultural relevance - it amplified it.
The result? A collaboration that felt less like a brand activation and more like a natural extension of both legacies.
Why It Worked
Cultural Credibility - Fans already associated Oasis with Adidas; the campaign simply gave that connection a stage. That pre-existing authenticity drove trust and minimized skepticism.
Shared Audience DNA - Adidas Originals and Oasis both resonate with audiences who value self-expression, independence, and timeless style. Rather than chasing new markets, the collab deepened loyalty with a core base.
Storytelling Through Legacy - By spotlighting archival imagery and nostalgic cues, Adidas tapped into both heritage and emotion - reminding fans why the brands mattered then, and why they still matter now.
Takeaways for Other Brands
Mine Authentic Connections: Look for cultural figures, moments, or communities that already use or love your brand. Activating these relationships feels organic and generates higher engagement.
Lean Into Heritage: Legacy can be a powerful asset, especially when combined with modern storytelling. Find ways to bridge past relevance with present-day culture.
Invest in Emotional Resonance: Partnerships shouldn’t just drive impressions; they should stir feelings. The Oasis x Adidas collab shows that nostalgia, when done authentically, can become a strategic differentiator.
Other Brand x Music Collabs That Hit the Mark
Beyoncé x Pepsi – Beyond just a sponsorship, this partnership wove Pepsi into Beyoncé’s world tour and music videos, making the brand part of her global cultural moment.
Travis Scott x McDonald’s – A perfect example of tapping into fandom culture, with merchandise drops, menu tie-ins, and social buzz that drove both sales and cultural relevance.
Run-DMC x Adidas (the original) – The blueprint. Their track “My Adidas” turned product into icon, and the brand’s decision to partner officially legitimized the link between hip hop and fashion.
At its core, the Oasis x Adidas Originals collaboration proves that cultural credibility is a valuable currency a brand can hold. Authentic partnerships don’t just capture attention, they build lasting emotional connections that translate into loyalty and growth.
Want to learn how to put these strategies into action?
👉 Join us for our upcoming webinar, The Power of Cultural Partnerships: Unlocking Value in Music, Art, and Community, on September 16th at 1 PM ET. We’ll dive deeper into how brands are leveraging cultural partnerships, backed by exclusive consumer data, to drive measurable impact.
