Showing how Oasis and Adidas are cobranding
This summer, after a 16-year hiatus, the iconic British rock band Oasis reformed to deliver one of the most anticipated music tours in recent history. But beyond ticket sales, Noel and Liam Gallagher have turned to a lesser-known means of generating brand visibility and revenue… trade marks
Some might say Oasis are among the most influential British rock bands of all-time. Oasis’ fame is largely thanks to its repertoire of anthemic hits, coupled with the headline-grabbing antics of the mercurial Gallagher brothers.
Noel Gallagher and Liam Gallagher of Oasis
Oasis Live ’25 was announced in August 2024, sending people scrambling (myself included) to ticket purchasing sites in the desperate hope of being among the lucky few to attend. But beyond ticket sales and advertising, the Gallaghers’ masterplan has seemingly been to harness the power of a growing trade mark portfolio, allowing them to boost revenue in the UK and overseas through an extensive catalogue of merchandise.
A new UK trade mark application for Oasis Live ’25 was filed in September 2024; this would become the tour’s headline image. Similar applications were filed for the band’s iconic logo, as well as the Gallagher brothers images in profile. As you would expect, a multitude of Class 41 ‘entertainment’ services feature prominently in the specifications of these trade marks, as does a plethora of ancillary goods, notably clothing and headwear in Class 25. Branded band tees and bucket hats quickly became this summer’s ‘look’ among Oasis’ army of fans.
The incessant demand for merch also saw Oasis leverage the power of their trade marks to enter a number of lucrative brand collaborations. Suitors included Adidas, Manchester City Football Club and Berghaus, to name but a few. In doing so, Oasis successfully leant on the expertise and market knowledge of established fashion brands to produce ranges of high quality, aesthetically pleasing garments – leaving fans looking and feeling Supersonic, while maximising Oasis’ ROI from the relatively meagre cost of filing said trade mark applications.
Clearly the band has recognised and embraced the magnetism of their trade marks. This is reflected in the scope of their new applications, which cover a plethora of goods commonly associated with merchandise: sunglasses, jewellery, posters, magazines and mugs, and though the reputation of the band cannot be argued, there are question marks as to when superfans may be able to purchase some of the more peculiar goods listed within their specifications, namely kitchen utensils, dental floss, artificial Christmas garlands and mosquito nets… yes, really!
Nevertheless, Oasis’ trade mark portfolio continues to grow, little by little, with recent applications filed in several overseas markets, including Australia, Canada, EU, Japan, Mexico and USA. In doing so, Oasis’ ability to maximise the commercial benefits of their trade marks in these markets while also consolidating their legal rights to prevent brand abuse has been immeasurably strengthened at a time when the band’s popularity is arguably at an all-time high, and both genuine and illicit businesses will seek to take advantage.
* Images courtesy of Oasis (A Partnership comprised of Noel Gallagher and Liam Gallagher). Copyright remains with the original owner.
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