What’s the fashion story, morning glory? Oasis fans descended upon Wembley Stadium yesterday as they made their way towards the first London show of the band’s Live 25 reunion tour.
The memo was clear: baby blue, bucket hats and Oasis merch dominated the crowds, with one source telling the Standard, “It was a sea of Adidas.”
This comes as no surprise, considering the success of the Adidas x Oasis collaboration that launched on June 20. The collaboration features multiple garments combining the signature Adidas three-stripe and trefoil symbol with the original Oasis logo.
“There was a lot of merch, definitely the highest percentage of people wearing band merch I’ve ever seen at a concert before,” says 27-year-old Molly Cleary, who was in attendance. “Literally every other person had some form of merch, if not two pieces. But especially the new Adidas collab football shirt-style tees.”
The Britpop influence was also clear, with fans holding aloft Union Jack flags and sporting haircuts which were previously thought to be dead and buried.
There was a strong Manchester City fan contingent, with jerseys spotted across the crowd. A few edgy disruptors even wore Blur merch — presumably as a joke.
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Model and presenter Alexa Chung was one of the A-listers in attendance, looking lowkey in a striped t-shirt, blue jeans, black patent ballet flats, finished with a mahoosive pair of sunglasses. On her Instagram story, Chund dubbed Liam Gallagher a “style icon”. High praise, coming from Alexa.
Liam was in his classic parka and bucket hat combo, while Noel wore a short sleeved pin-striped black shirt, sunglasses and jeans.
Just before the brothers took to the stage, a prominent Adidas advert played to crowds, showing Liam Gallagher underwater as Rock ‘n’ Roll Star played.
Indeed, if any brand won Wembley last night, it was Adidas. “Wembley had more stripes than a zebra, I fear for anyone who walks through that crowd with a Nike swoosh,” joked Jacob, 27, who was also in attendance. “I saw up to a hundred people lining up at official merch stands at any one time.
“There were people buying five or six bits of merch at once, pretty much all of it Adidas,” he added. “And everyone kept saying how hard it was to get hold of the Adidas Oasis football shirt before the gig.”
The Oasis impact has been felt across the capital, with a surge in Adidas three-stripe garments spotted on the streets.
According to popular resale site Depop, there has been a 162 per cent rise in searches for ‘Adidas Firebird’ since January and a 35 per cent increase in searches for ‘Adidas track jacket’ over the same period. Meanwhile, Adidas Originals was the second-highest rising search term on ASOS earlier this month.
Taylor Swift and Beyoncé might have their bracelets and cowboy boots, but Oasis sure as hell have the monopoly on that Adidas three-stripe.
