Oasis Live ‘25 Merchandise & Pop-up Fan Stores

1. Amplification

We spotlighted the pop-up stores and made fan culture the heart of the campaign - through personal media tours, coverage of queues, memorable moments and more. Fans were central to the campaign, ensuring that the narrative remained focused here with their memories, stories and vox pops from them which were spotlighted in the media.

The merch collection was elevated through a dedicated fashion lookbook, created bespoke to the project. The lookbook images served to offer a more premium aesthetic for fashion and lifestyle press that would help achieve penetration here, especially with top tier media. The asset would then be utilised globally for the tour and merch campaign.‍

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2. Surround sound

A steady drumbeat of coverage was driven by new product drops, store updates, and smart news hijacking, all supported by an active, always-on press office. Each proactive and reactive opportunity was carefully considered from a wider perspective, so that any impact on the band’s PR would not be affected. Outside of traditional media, social media played a key role in an always-on approach. Social media editors of key media were invited for store tours to create special content that would help further to drive awareness and encourage footfall via exciting social engagement. They were also encouraged to engage with fans outside the stores to create vox pops and fun videos that could travel across social media.‍

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3. Partner alignment

We worked closely with adidas and other brand partners to align messaging and prioritise key products. A comms roadmap and messaging guidelines were created and briefed to all relevant stakeholders so that campaign cadence was not impacted.

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