Oasis: How Their Tour Will Shake Up Brands, Fashion, and Pop Culture in 2025

When I first heard about Oasis reforming for a tour in 2025, I felt a rush of excitement - not just as a lifelong music fan, but also as someone who’s worked with iconic brands like McDonald’s, adidas and now White Claw at music festivals. Music has always been more than just a passion for me; it’s the backdrop to my life. I was six years old at my first gig, and by twelve, I was painting graffiti with Goldie. These experiences, along with my work in branding and advertising, taught me that creativity thrives on collaboration and rebellion - values Oasis embodied in the '90s and will continue to reflect on their upcoming tour.

Oasis' reunion offers brands a cultural moment similar to Barbie's resurgence, which demonstrated how icons can spark both celebration and debate. Just as Barbie ignited a massive wave of brand collaborations and retail-driven nostalgia, Oasis' return will open the door for retailers and digital platforms alike to create special Oasis-themed product launches or curated collections. Online and in-store experiences should merge to maximise the potential of this resurgence. By providing a blend of nostalgia, rebellion, and exclusive product offerings, brands can meet the demand of fans across both digital and physical touchpoints.

Just as Barbie encouraged creativity and self-expression while drawing scrutiny over over-representation, Oasis, with their working-class roots and unapologetic style, can invoke that same duality in branding. By embracing nostalgia, authenticity, and controversy, brands can spark deeper engagement with their audience.

Nostalgia as a Branding Powerhouse

Oasis’ reunion is a dream for brands looking to tap into the power of nostalgia marketing. The '90s have seen a significant revival in recent years, with fashion staples like bucket hats, baggy jeans, and oversized parkas returning to the mainstream. Brands like adidas, long associated with the Gallagher brothers, are primed to launch limited-edition collections that celebrate the band’s iconic style. Reintroducing their '90s looks to both long time fans and a new generation that views the era as an emblem of effortless cool, adidas’ collaboration with Oasis is one of the most organic partnerships in music history.

For over 30 years, the Gallagher brothers have been synonymous with adidas, especially the Superstar, Gazelle, and Samba sneakers. These weren’t just shoes; they became part of the Oasis image. adidas, with its roots in working-class Manchester and football terrace culture, symbolised rebellion and style - values that perfectly aligned with Oasis’ ethos.

For brands like adidas, Oasis’ comeback represents more than just a partnership - it's a cultural retail moment that bridges music, fashion, and lifestyle. I could easily see them releasing limited-edition products like Oasis-branded adidas SPZL sneakers or special-edition Gazelle trainers exclusively in-store or online, driving foot traffic and creating hype both digitally and in physical retail locations.

There’s also potential for capsule collections featuring clothing with iconic Oasis imagery and branding, extending from sneakers to graphic tees, track jackets, and accessories that appeal to fans old and new.

Expanding beyond fashion, partnerships with brands could introduce pop-up stores at major concert venues, where fans can experience exclusive merchandise drops alongside immersive experiences, such as recreating iconic Oasis moments or personalised designs. This would amplify the connection between music and retail while giving fans something tangible to take away from the concert experience.

If I were a CMO looking at the Oasis reunion, I’d see it as the perfect opportunity to tap into the ongoing '90s revival. Oasis embodies authenticity, rebellion, and timeless style, and this moment is more than just a nostalgia play - it’s a chance to create experiences that resonate with today’s audience while celebrating a pivotal cultural era. Whether it’s limited-edition products evoking Britpop fashion or immersive fan experiences through pop-up events, brands across industries should be positioning themselves to ride this wave of '90s influence. Music-driven campaigns with streaming platforms and digital engagement can further connect fans to the legacy of Oasis, bringing the band's cultural power into modern contexts.

Smart CMOs can make 2025 a summer of music, fashion, and nostalgia by blending the cultural ethos of Oasis with creative collaborations that bridge generations.

The '90s Fashion Revival: Bucket Hats and Baggy Jeans

Oasis’ influence on fashion helped to introduce '90s trends like bucket hats and baggy jeans. During the height of Britpop, these items became staples of everyday fashion, and have made a major comeback which will be boosted by Oasis’ return. The bucket hat, originally a practical item worn by fishermen, gained cultural significance in the '90s thanks to hip-hop and Britpop bands like Oasis. Now, it is a must-have accessory, seen on celebrities like Bella Hadid and Rihanna, making its way from runways to streetwear.

Baggy jeans, popularised by '90s hip-hop and alternative culture, have also made a comeback. Stars like Zendaya and Hailey Bieber are redefining the look, blending it with modern sensibilities. Paired with crop tops, oversized blazers, or sneakers, baggy jeans have proven that the '90s influence on fashion is here to stay.

Oasis’ reunion presents brands with the opportunity to tap into this cultural resurgence. Fashion labels can launch retro-inspired collections or limited-edition items that capture the style of the Britpop era while appealing to today’s audience. As 90s fashion continues its rise in 2024, Oasis will be a driving force behind its sustained relevance.

The Impact on Live Shows

By focusing on standalone shows rather than festivals, Oasis has the opportunity to redefine the concert experience in ways that create genuine fan connections, much like Taylor Swift’s Eras Tour. For instance, they could introduce fan-driven elements to build on the communal atmosphere, similar to the interactive wristbands that light up in sync with the music that were seen at the Eras tour and recent Coldplay performances. Taking inspiration from Swift’s bracelet-trading trend, Oasis could foster merchandising tie-ins where fans exchange items like custom patches or badges featuring iconic lyrics or designs.

Such initiatives create lasting memories and strengthen the emotional bond between the band and its audience. Brands can also capitalise on these interactions by offering exclusive fan experiences, pop-up merch stations, online experiences or digital meet-and-greet opportunities that extend the engagement beyond the venue. The goal should be to make every fan feel part of a larger, connected community, both during and long after the concert.

Fan-Generated Content and Digital Activations

Oasis didn't really exist In the era of social media and digital fandom, now brands and bands have the opportunity to extend the Oasis concert experience far beyond the venue. Much like Taylor Swift's Eras Tour, which saw fans trading friendship bracelets and creating a viral social movement, Oasis could introduce similar fan-driven initiatives that engage audiences long after the final song.

Brands can encourage fans to create and share custom Oasis patches or badges, with a focus on using digital platforms like Instagram and TikTok for fan-driven campaigns. Exclusive augmented reality (AR) filters tied to the tour can enhance the digital experience, allowing fans to share their virtual concert moments on social media. Spotify and Apple Music can also roll out exclusive playlists and behind-the-scenes content, fostering deeper engagement.

For retailers, this could mean creating exclusive online drops for merchandise tied to these digital activations, offering fans who engage with online campaigns early access to limited-edition items. A brand loyalty program could further extend the experience, where fans collect points by attending shows, sharing posts, or engaging with concert merch, unlocking VIP experiences or early access to retail drops.

Retail and Immersive Experiences

Brands can further extend the Oasis concert experience by offering immersive in-store experiences that tie back to the tour. Picture a fan stepping into stores and being transported into an Oasis-themed environment, complete with virtual reality (VR) recreations of iconic concerts like Knebworth screening videos of hits like ‘Don’t Look Back In Anger’. Retailers could also introduce Oasis-inspired customisations for clothing and sneakers, allowing fans to design their items, adding patches or graphics that reflect the band's rebellious spirit and style.

Pop-up retail activations at venues - where fans can purchase exclusive Oasis x Clothing Brand merchandise - could be paired with digital activations, such as exclusive QR codes on merch that unlock unreleased tracks or exclusive content, creating a deeper retail experience that blends both physical and digital touchpoints.

Cross-Generational Appeal

Oasis’ music has transcended its Britpop origins, appealing to new generations through streaming platforms like Spotify and Apple Music. Timeless anthems like 'Wonderwall' and 'Champagne Supernova' continue to dominate curated playlists, introducing the band to fresh audiences. Now, their iconic debut album Definitely Maybe is on track to reclaim the No. 1 spot on the UK charts, driven by the hype surrounding their 2025 reunion tour. The 30th Anniversary Deluxe Edition, featuring unreleased demos, has reignited interest, cementing the band's lasting influence. Liam Gallagher’s solo career has only strengthened Oasis’ relevance with gen z, ensuring that the band’s reunion will appeal to both long time fans and newcomers alike.

This cross-generational appeal positions Oasis as more than just a nostalgia act. Their music, style, and attitude continue to resonate with fans of all ages, making their return a cultural phenomenon that unites people from different backgrounds and demographics.

Legacy Meets Authenticity

While the financial gains and brand partnerships are significant, Oasis’ return is rooted in something deeper: authenticity. In today’s world, where music can feel overproduced and algorithm-driven, Oasis offers something raw, rebellious, and real. Their music and their style remain untouched by trends, and this authenticity is what resonates most with fans. It’s also what brands will seek to capture in their collaborations with the band. Maintaining the sense of rebellion and honesty that defined Oasis in the 90s will be key for any partnership or collection.

Conclusion: A Cultural Event You Can’t Ignore

Oasis’ 2025 reunion is far more than a concert tour - it’s a cultural event that will redefine fashion, marketing, and live music. With the revival of '90s trends like bucket hats, baggy jeans, and oversized parkas, the Gallagher brothers are once again poised to influence a new generation of fashion and music lovers. Brands will scramble to align with this moment, creating marketing campaigns that resonate with fans old and new. Oasis isn’t just back - they’re reminding the world why they’re cultural icons. From the clothes we wear to the music we stream, Oasis’ return is a powerful reminder that some bands don’t just create music - they shape culture.