The 2026 Cannes Lions International Festival of Creativity recognized the best creative campaigns across entertainment, design and craft categories. Sports apparel and footwear maker Adidas‘ tie-up with English band Oasis winning the top prize in the Entertainment Lions category.
The festival’s Entertainment Lions award celebrates “creativity that turns branded content into culture.” From 656 total entries, the jury awarded the Grand Prix to Adidas for “Original Forever,” by New York agency Johannes Leonardo and Adidas London.
Per the entry’s description: “Drawing on Adidas’s cultural legacy with Oasis, the brand partnered with the band to create official tour merch and indelible cultural moments to build fandom.” In addition, the Adidas-Oasis partnership won a Grand Prix in the Entertainment Lions for Music category.
Adidas said the Oasis collaboration was one factor behind a 12% increase in “lifestyle revenues” for the brand in 2025, alongside double-digit growth for its Originals brand.
“Choosing a Grand Prix was difficult, but in the end one piece of work stood apart because it understood the moment perfectly,” said Chris Beresford-Hill, BBDO Worldwide’s worldwide chief creative officer, who served as the Entertainment Lions jury president. “At a time when so many brands are trying to manufacture relevance, this was a reminder that the most powerful thing a brand can do is show up in the right moment, for the right community, with something worth caring about.”
All of the shortlists and winners from this year’s awards program are available to view on Cannes Lions’ The Work website.