In an unexpected cultural and commercial phenomenon, British rock legends Oasis and global sportswear giant Adidas have made history with the release of their 90s-inspired ‘Original Forever’ collection—selling over 1 million units and generating a staggering $200 million in just 48 hours.
The collaboration, which fuses vintage Oasis aesthetics with Adidas’ classic streetwear sensibility, officially launched on June 24. Within hours, global online retailers reported site crashes and long virtual queues, as fans and sneakerheads raced to secure limited edition pieces. According to Adidas’ internal data, the entire collection was sold out globally by the end of day two—marking the fastest complete sellout of any apparel line in Adidas history.
“We knew this would resonate, but the scale of the response? That was mind-blowing,” said Adidas Creative Director Sabine König. “Oasis isn’t just a band—they’re an identity. Pairing that with Adidas Originals created something iconic.”
The ‘Original Forever’ line includes retro-style tracksuits, co-branded sneakers, oversized parkas, and bucket hats—direct throwbacks to the look Oasis members Liam and Noel Gallagher made famous during the band’s Britpop heyday. Every item is tagged with the collection’s motto, “Forever iconic. Forever original.”
Liam Gallagher, who has long had ties with Adidas, took to social media to express his excitement:
“1 million sold. Mad fer it. Originals only.”
Noel Gallagher, notoriously more reserved, reportedly gave the collection his blessing, despite ongoing tensions with his brother.
Much of the campaign’s success has been attributed to its authentic 90s styling and targeted nostalgia. The promotional video, which features Oasis’ “Rock ‘n’ Roll Star” soundtracking a montage of gritty Manchester streets and youth culture, went viral within hours of release.
Fashion industry experts are calling the collaboration a “blueprint for brand-artist synergy.” Isabelle Chen, a trend analyst at GlobalStyleWatch, commented, “This is the perfect storm—timeless music, legacy fashion, and a generation hungry for authenticity.”
Secondary market prices for the collection are already skyrocketing. Limited edition sneakers that retailed for $150 are now listed for over $1,200 on resale sites. Adidas has hinted at a possible restock later this year, but has made no formal announcements.
Whether you’re a lifelong Oasis fan or a fashion lover chasing retro vibes, the message is clear: Oasis and Adidas didn’t just drop a clothing line—they defined a moment.
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