adidas: Original Forever

A Chorus of Three Hundred

To capture the raw, communal energy of a stadium anthem, the production team went beyond standard studio recording. They enlisted the Crouch End Festival Chorus, a 60-person UK ensemble, to provide the sweeping, choral backing vocals for the campaign’s arrangement of Live Forever. To ensure the film felt like a genuine slice of British life, casting agency Good Catch street-cast over 300 extras across the UK. These were not professional actors, but authentic fans chosen for their natural connection to the Oasis aesthetic and the adidas Originals legacy.

From Merch to Fashion

The collaboration challenged the traditional definition of tour merchandise. According to Johannes Leonardo creative directors Jeph Burton and Hunter Hampton, the goal was to create a wardrobe born from shared history rather than borrowed hype. By positioning the collection as fashion designed as merch, the brand achieved significant commercial penetration. The campaign saw 85% of global stock sell out, with 33% of buyers being entirely new to the adidas brand. The collection was so integrated into the tour experience that it was sold directly inside stadiums across all 41 shows.

A Rare Monocultural Moment

In a fragmented media landscape, the campaign succeeded by tapping into a rare monocultural moment. While many brands attempted to capitalize on the Oasis reunion, adidas avoided opportunistic marketing by grounding the partnership in the 30-year history between the band and the brand. This strategy culminated in the first-ever commercial licensing of the 1994 track Live Forever, which served as the heartbeat of the film. The campaign functioned as a self-sustaining loop, where the merchandise promoted the tour, and the tour amplified the product, ultimately proving that the most powerful brand moves occur when a company shows up for the right community at the right time.