With the UK arm of Oasis’ Live ’25 reunion tour wrapped up – and now heading to Australia and then Brazil – new information from social-first company SAMY has revealed the model winners and losers to date, in what it calls the ‘Swagger Index’.
It’s a “social media audit ranking” which manufacturers made the most important cultural influence through the UK leg of the tour, which kicked off in Cardiff on 4 July and culminated at Wembley Stadium in London on 28 September.
To measure a model’s ‘Big Swagger Energy’ – in reference to Liam Gallagher’s bowl of a stroll and overly assured method – SAMY analysed social posts and media protection from Oasis’ reunion announcement in August 2024 by way of to the ultimate Wembley gigs.
Brands had been ranked out of 100 primarily based on a mixture of ‘Cultural Swagger’ (how a lot a model featured in Oasis-linked dialog) and ‘Emotional Swagger’ (how followers reacted by way of engagement and sentiment).
Brands had been chosen over three classes: ‘official partners’, ‘90s Britpop staples’, and ‘reactive bandwagon jumpers’ – of which there have been loads.
Aldi shocked the sphere, topping the Swagger Index with a ‘swagger score’ of 63.9. Its cheeky ‘Aldeh’ wordplay marketing campaign and rebranding of its most important retailer in Manchester – Oasis’ house metropolis – was “quick, funny and unmistakably Oasis”.
In second place was Adidas Originals with a rating of 60.5, although the German sports activities model did have an official collaboration with Oasis – backed by its soccer terrace roots. Aside from their ‘stadium rock’, Oasis are additionally well-known for being massive Manchester ‘Citeh’ followers.
Surprisingly, a 3rd German firm, and one other grocery store in Lidl, additionally made the highest three with a swagger rating of 53.4. That was all the way down to its reactive social posts and its tongue-in-cheek ‘Lidl by Lidl’ parka.
Coming in fourth was terrace lads’ favorite Stone Island on 50 strong swagger factors. Both Liam and Noel Gallagher have been noticed sporting the immediately recognisable yellow compass badge on their sleeves for a few years.
Burberry, which formally rejoined the FTSE 100 final month, marking a significant step in its ongoing turnaround, was ranked 32.7 – overwhelmed to fifth spot by Premier Inn on 36.8, presumably as a result of so many Oasis followers had been searching for someplace low cost to remain (particularly in the event that they couldn’t get a live performance ticket for a venue close to to them).
Barbour joined Burberry on 32.7, and the opposite vogue and sports activities manufacturers liked by a minimum of one of Gallagher brothers to make the highest 10 had been Berghaus (30.4), that reissued a jacket worn by Liam in the 90s and constructed an enormous promoting marketing campaign round it, and Kappa (12.4) – makers of a bucket hat famously worn by Liam once more. The Italian model did, nevertheless, by some means get pipped to ninth spot in the Swagger Index by Asda (13.4).
At the other finish, different “nostalgia brands” struggled. French Connection got here in at 0.35, Sergio Tacchini at 0.7 and Ellesse at a flat rating of 1 – all acquainted names from Oasis’ golden period which did not capitalise. Perhaps an additional signal that heritage alone doesn’t assure “cultural cut-through”.
Sayan Khastagir, Head of Research and Insights at SAMY, mentioned: “The Swagger Index exhibits us that cultural relevance can’t be purchased or borrowed – it needs to be earned in the way in which manufacturers interact with followers or vice versa.
“The Oasis reunion become a stay take a look at of that, and Aldi’s win proves swagger is now not the protect of the likes of Burberry and Ellesse. Any model can minimize by way of if it connects with a group’s humour, vitality and language on the proper second.
“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.”