adidas is not slowing down.
In the space of just a few months, the brand has delivered not one but two heavyweight cultural moments: a nostalgic partnership with Oasis ahead of their 2025 world tour, and a fresh collaboration with the All Blacks that reimagines rugby’s heritage for a new generation.
Oasis x adidas: ‘Original Forever’
After more than 30 years of shared history, adidas and Oasis have made it official with the launch of the Original Forever campaign and the exclusive adidas Originals x Oasis Live ’25 apparel collection.
The campaign film, directed by Leigh Powis of ProdCo and created by Johannes Leonardo, sets Oasis’ iconic breakout track Live Forever to visuals of time-traveling crowd-surfers moving through legendary moments – from Knebworth to Heaton Park – before landing backstage with Liam and Noel Gallagher.
The apparel itself is a love letter to the ‘90s terrace-to-stage aesthetic that Oasis helped cement. Think Firebird tracksuits (a Noel favourite), raglan sleeve jerseys, bucket hats, and coach jackets – updated classics designed to feel as current as they did when Oasis first burst onto the scene.
The 26-piece range is available now through adidas retail, adidas.co.uk, oasisinet.com, and on-site at Oasis Live ’25 tour dates.
Originals For Originals: adidas x All Blacks
On the other side of the cultural spectrum, adidas is celebrating New Zealand’s most iconic team with the Originals For Originals 2025 All Blacks collection. Launching October 1st, this drop blends rugby’s heritage with a modern streetwear edge.
The collection includes reworked classics – Firebird jackets and pants, oversized tees, rugby polos, heritage knits, and twill shorts — all styled with a contemporary oversized cut and bold plaid detailing. Standout pieces like the panelled long-sleeve polo draw directly from adidas’ archives, while the Firebird plaid tracksuit gives a heritage silhouette a fresh twist.
The campaign is fronted by All Blacks stars Damian McKenzie, Rieko Ioane, and Ardie Savea, bridging the gap between sport and lifestyle. The line will be available nationwide in adidas stores and with adidas retail partners.
Double the Impact
Whether it’s Manchester lads turning football terrace style into global fashion or rugby’s finest rewriting tradition for today, adidas is proving once again why its cultural currency runs deep. Music, sport, heritage, reinvention — in 2025, adidas isn’t just dropping collections, it’s dropping moments.
