Adidas has become one of the few global brands capable of merging fashion, culture, and music into a single, cohesive identity. Over the past decade, the brand has moved far beyond traditional sportswear advertising. Instead, it has embraced storytelling rooted in subcultures—Britpop nostalgia, Afrobeats empowerment, London drill energy, and global electronic club culture. Each campaign is more than a commercial; it’s a cultural snapshot, a tribute to the communities that shaped Adidas Originals.
If you’ve ever watched one of these ads and wondered, “Who sings in the Adidas Originals streetwear ad?”, you’re not alone. The music in these campaigns is so distinctive and emotionally charged that it often becomes the centerpiece of the entire experience. This extended guide explores the artists, the songs, and the cultural significance behind four standout Adidas campaigns—each representing a different corner of the global streetwear universe.
1. Adidas Originals x Oasis – “Rock ’n’ Roll Star” (Liam Gallagher)
Few collaborations capture the essence of Adidas’ cultural roots as powerfully as the Adidas Originals x Oasis campaign. Featuring the iconic track “Rock ’n’ Roll Star” sung by Liam Gallagher, the ad is a tribute to Manchester’s musical legacy and the enduring influence of the Spezial movement.
The cultural weight of Oasis in Adidas history
Oasis isn’t just another band in the Adidas universe—they’re part of the brand’s cultural DNA. In the 1990s, the Gallagher brothers became unofficial ambassadors of terrace fashion: parkas, track jackets, and, of course, Adidas trainers. Their style was inseparable from their sound, and both became symbols of working‑class pride in Northern England.
Why “Rock ’n’ Roll Star” is the perfect soundtrack
It embodies rebellion: The song is an anthem of self‑belief and defiance, themes that resonate deeply with Adidas Originals’ identity.
It evokes nostalgia: For many, the track instantly transports them back to the Britpop era—a time when Adidas was a staple of youth culture.
It reinforces authenticity: Adidas Spezial has always been tied to terrace culture, and Oasis remains one of its most recognizable musical pillars.
The visual and emotional tone of the ad
The campaign blends archival Oasis footage, gritty Manchester street scenes, and modern Spezial silhouettes. The result is a cinematic homage to the city’s cultural heartbeat. It feels less like an advertisement and more like a documentary montage celebrating a generation that grew up wearing Adidas while blasting Oasis from their stereos.
Watch the ad:
2. Adidas | Always Original ft. Tems – “Find Your Rhythm”
Shifting from Manchester’s rock legacy to the vibrant soundscape of contemporary Africa, Adidas partnered with Nigerian singer‑songwriter Tems for the Always Original campaign. The ad features her track “Find Your Rhythm”, a soulful, atmospheric piece that perfectly complements the campaign’s message of individuality and creative expression.
Tems as a symbol of global cultural influence
Tems has rapidly become one of the most influential voices in modern music. Her sound blends R&B, soul, and Afrobeats, creating a genre‑defying style that resonates worldwide. She represents a new generation of African artists who are shaping global pop culture—not as outsiders, but as leaders.
Why Tems was the ideal choice for this campaign
She embodies authenticity: Tems’ music is deeply personal, often exploring themes of self‑discovery and empowerment.
She reflects global diversity: Adidas’ Always Original campaign celebrates individuality, inclusivity, and the beauty of being different—values that align perfectly with Tems’ artistic identity.
She elevates the Adicolor aesthetic: The campaign highlights the iconic Adicolor line, known for its bold colors and expressive energy. Tems’ voice adds emotional depth to the visuals.
The ad’s creative direction
The visuals are bright, expressive, and full of movement. Tems’ vocals guide the viewer through a world of color and creativity, making the ad feel more like a music‑driven short film than a traditional commercial. The synergy between sound and visuals creates a sense of empowerment that lingers long after the ad ends.
Watch the ad:
3. Central Cee x Adidas Originals – The Terrace Collection
Adidas’ collaboration with UK rapper Central Cee brings a modern, London‑centric twist to the brand’s streetwear storytelling. The Terrace Collection campaign features drill‑inspired production that reflects Central Cee’s signature sound, even though the ad doesn’t highlight a specific track by name.
Central Cee as the voice of modern London
Central Cee has become one of the most recognizable figures in the UK drill scene. His music captures the raw energy of London’s streets, blending introspective lyrics with hard‑hitting beats. His style—both musically and visually—embodies the evolution of British street culture.
Why this collaboration resonates
It bridges generations: Terrace fashion has roots in 80s and 90s football culture, but Central Cee brings a modern edge that appeals to younger audiences.
It reflects London’s diversity: Drill music is a product of multicultural London, and Adidas taps into that authenticity.
It merges classic and contemporary: The Terrace Collection draws from vintage football aesthetics while embracing the modern streetwear movement.
The ad’s atmosphere
Shot across London, the campaign blends football terrace imagery, gritty urban backdrops, and contemporary fashion. The drill‑style soundtrack adds intensity, giving the visuals a sense of urgency and rhythm. It’s a campaign that feels both nostalgic and forward‑thinking—a perfect reflection of London’s evolving identity.
Watch the ad:
4. Peggy Gou x Adidas – Club Classics (“Nanana” Edit)
Adidas’ collaboration with Korean DJ and producer Peggy Gou introduces a high‑fashion, electronic dimension to the brand’s streetwear universe. The campaign features an exclusive edit of her viral hit “(It Goes Like) Nanana”, reimagined specifically for the Blue Version line.
Peggy Gou’s global cultural impact
Peggy Gou is more than a DJ—she’s a fashion icon, a trendsetter, and a global ambassador for modern club culture. Her aesthetic blends retro influences with futuristic minimalism, making her a natural fit for Adidas’ premium Blue Version collection.
Why this collaboration works so well
She embodies the Blue Version ethos: The line is sleek, elevated, and fashion‑forward—qualities that mirror Peggy Gou’s personal style.
She represents global club culture: Her music resonates from Seoul to Berlin to Ibiza, reflecting Adidas’ international reach.
She merges music and fashion seamlessly: Few artists move between the two worlds as effortlessly as Peggy Gou.
The ad’s creative identity
Minimalist, stylish, and rhythm‑driven, the campaign feels like a runway show inside a nightclub. The exclusive “Nanana” edit adds a hypnotic, upbeat energy that enhances the futuristic silhouettes of the Blue Version collection. It’s a campaign that speaks to fashion lovers, clubgoers, and music fans alike.
Watch the ad:
Why Music Plays Such a Powerful Role in Adidas Streetwear Campaigns
Adidas doesn’t choose its soundtracks randomly. Music is a strategic tool that shapes the emotional and cultural impact of each campaign. Here’s why it matters so much:
Music defines subcultures
Britpop, Afrobeats, drill, and electronic music each represent distinct communities. Adidas uses these genres to connect with audiences on a deeper cultural level.
Artists shape the brand’s storytelling
Liam Gallagher brings nostalgia and working‑class pride.
Tems brings empowerment and global diversity.
Central Cee brings raw urban authenticity.
Peggy Gou brings sophistication and futurism.
Each artist adds emotional texture to the visuals.
Soundtracks make ads unforgettable
A powerful song can turn a commercial into a cultural moment. Many viewers search for the track immediately after watching, boosting both the artist and the brand.
Music bridges generations
Adidas appeals to older fans who grew up with Oasis and younger audiences who follow Central Cee, Tems, and Peggy Gou. This multi‑generational approach strengthens the brand’s cultural relevance.
Complete List: Who Sings in the Adidas Originals Streetwear Ads?
Liam Gallagher – “Rock ’n’ Roll Star” (Oasis)
Tems – “Find Your Rhythm”
Central Cee – Drill‑style soundtrack for The Terrace Collection
Peggy Gou – “Nanana” (Adidas Edit)
Each artist brings a unique sound that reflects the spirit of the collection they represent.
Final Thoughts
Adidas continues to prove that streetwear is more than clothing—it’s culture, identity, and storytelling. By collaborating with artists who embody the spirit of different cities and movements, the brand creates campaigns that resonate emotionally and visually. Whether it’s the rebellious energy of Manchester rock, the soulful rhythms of Lagos, the gritty pulse of London drill, or the futuristic beats of global club culture, Adidas uses music to tell stories that feel authentic, diverse, and deeply human.
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