"Big Swagger Energy" - The Brand Winners of Oasis' Reunion

Oct. 03, 2025

The Oasis reunion wasn’t just a cultural moment for fans; it was an opportunity for brands to get involved and capture the irreverent energy synonymous with the band. But who piggybacked off Oasis the best?

With the UK leg of the reunion tour wrapped up at Wembley, social-first agency SAMY turned to modern-day terraces, social media, to build a new cultural scoreboard: the "Swagger Index," revealing which brands nailed the Oasis swagger and who fell short..

A brand's "swagger" isn’t guaranteed. It’s not a logo or a heritage badge. It comes from showing up in line with the Liam Gallagher-esque mix of confidence, humour and cultural timing. Swagger is earned when fans recognise a brand speaking their language and joining the conversation naturally.

To measure a brand's "Big Swagger Energy", SAMY analysed social posts and media coverage from Oasis’ reunion announcement in August 2024 through to the final Wembley gigs in September 2025. Brands were ranked out of 100 based on a combination of Cultural Swagger (how much a brand featured in Oasis-linked conversation) and Emotional Swagger (how fans reacted through engagement and sentiment). 

Brands were selected over 3 categories: official partners, 90s Britpop staples, and reactive bandwagon jumpers․ 

Aldi shocked the field, topping the Swagger Index with a swagger score of 63.9. Its cheeky "Aldeh" wordplay campaign was quick, funny, and unmistakably Oasis - proving even supermarkets can capture the Oasis swagger just as hard as the 90s British fashion brands when they speak the language of the fans.

Adidas Originals landed second with 60.5. Its official collab with Oasis, backed by its terrace roots, gave it real cut-through. It proves that even heritage brands need fresh, fan-facing cues to keep their swagger alive, not just lean on the past.

Lidl also punched above its weight like its budget supermarket counterpart, with 53.4 thanks to its reactive social posts and the tongue-in-cheek “Lidl by Lidl” parka. A reminder that swagger can come from agility and quick wit just as much as legacy.

Stone Island, long associated with terrace fashion, came in fourth with a solid 50.0, keeping it firmly in the reunion conversation even if it didn’t break into the top tier.

The biggest surprise, however, was Burberry. A brand stitched into the Oasis aesthetic, it didn’t even crack the top five, scoring just 32.7. A sign that, without fresh cues or authentic community engagement, these labels risk looking like cover bands at karaoke rather than part of the gig.

The Top 10 Swagger Brands were:

• Aldi – 63.9
• Adidas Originals – 60.5
• Lidl – 53.4
• Stone Island – 50.0
• Premier Inn – 36.8
• Burberry – 32.7
• Barbour – 32.7
• Berghaus – 30.4
• Asda – 13.4
• Kappa – 12.4

At the opposite end, other nostalgia brands struggled. French Connection (0.35), Sergio Tacchini (0.7) and Ellesse (1.0), all familiar names from Oasis’ golden era, flopped. A further sign that heritage alone doesn’t guarantee cultural cut-through.

And as Chilly’s proved with its rock-bottle tie-up, not every brand partnership translates into swagger.

The Bottom 10 Swagger Brands were:

• Chilly’s – 0.29
• French Connection – 0.35
• Sergio Tacchini – 0.7
• Ellesse – 1.0
• Andrex – 1.1
• Dr Martens – 1.1
• Casetify – 1.2
• Baracuta – 1.4
• Admiral – 1.4
• Warner Music Experience – 1.6

Sayan Khastagir, Head of Research and Insights at SAMY commented:

“The Swagger Index shows us that cultural relevance can’t be bought or borrowed; it has to be earned in the way brands engage with fans or vice versa. The Oasis reunion turned into a live test of that, and Aldi’s win proves swagger is no longer the preserve of likes of Burberry and Ellesse. Any brand can cut through if it connects with a community’s humour, energy and language at the right moment. Social listening lets us track these shifts in real time - it's the pub chatter of the digital age. It shows us exactly who and which brands the community embraces and who’s left outside looking in. That clarity is what brands need if they want to earn their place next time a cultural moment like this comes around.”

 

And with rumours swirling about a Knebworth return in 2026, the big question is: who’ll bring the swagger next time round?