Adidas has taken the Grand Prix in the Entertainment Lions at this year's Cannes Lions International Festival of Creativity for "Original Forever," a campaign developed in collaboration with Oasis, Variety reports.

The win places Adidas at the top of a category that recognizes work at the intersection of entertainment, content, and brand experience, and it marks one of the most visible hardware wins of the current awards cycle.

What is the campaign?

"Original Forever" is a collaboration between Adidas and Oasis, the Manchester band fronted by brothers Noel and Liam Gallagher. The campaign's full creative scope, media plan, and agency credits were not detailed in Variety's initial report.

Oasis carries strong associations with 1990s style, including a long-running connection with Adidas apparel and footwear that became part of the band's public image during the Britpop era. Brand-band pairings of this kind are recurring fixtures in sportswear marketing.

What does the Grand Prix change?

A Grand Prix is the highest honor awarded within a Cannes Lions category, sitting above gold, silver, and bronze. It typically requires a unanimous or near-unanimous jury decision and sets a benchmark for the year.

For Adidas, the win strengthens its positioning in a sportswear market where cultural relevance is increasingly the differentiator. The brand competes most directly with Nike, Puma, and New Balance, all of which have invested heavily in entertainment-driven campaigns.

For the Entertainment Lions field, an Adidas win signals that legacy music partnerships remain a route to top-tier creative recognition at Cannes, even as the category has expanded to include streaming content, gaming activations, and creator-led work.

How does the Entertainment Lions category work?

The Entertainment Lions honor work that uses entertainment as a strategic channel for brand-building. Entries are scored on the strength of the idea, the strategic fit between brand and content, and the audience response.

Jury deliberations run through shortlisting rounds before final awards are determined. Grand Prix recipients must clear a high internal bar set by the jury president, and typically only one Grand Prix — or sometimes none — is awarded per category each year.

What does this signal for 2025-26?

The win gives Adidas a marquee Cannes entry heading into next year's award submissions, both as a brand and as a marker for whichever agency holds the campaign credit. It also reinforces how music collaborations continue to anchor sportswear marketing, with established artists providing built-in audience demand.

For Cannes Lions itself, the Entertainment Grand Prix is one of the headline trophies announced during the main awards week. The festival's full shortlists and additional Grand Prix winners across other categories are expected to surface in subsequent coverage.

What's next?

Industry attention now turns to the agency behind "Original Forever" and the full scope of the campaign, including any tour tie-ins, retail activations, or content extensions. The Cannes Lions festival week runs through the end of the awards ceremony, with additional category winners announced nightly.