With Oasis set to reunite in Heaton Park over the weekend, outdoor brand Berghaus is embracing the spirit of a Manchester summer. 

A new social campaign developed with the help of strategic and social agency, OK Cool, taps into the culture and swagger of one of the UK’s coolest cities and summer's most anticipated moment. 

The campaign titled ‘The biggest day of summer’ is made up of a series of short films that will run across social media, which embody the spirit of Manchester and Berghaus. The campaign follows a week in the unpredictable British summer as someone searches for a spot in the sun. Each short captures a slice of life in Manchester, from eating an ice-cream in the pouring rain to spotting Happy Mondays’ Bez coming up the escalator. 

The campaign will run in the build-up to Oasis’ homecoming gigs in Heaton Park. Back in May Berghaus launched its SS25 Icons collection, which included a reissue of the Meru Mountain Jacket, worn by Liam Gallagher in Oslo in 1996. Designed for the Heaton Park gigs and wider festival season, the range includes a reissue of the iconic Meru jacket alongside other classic pieces from the archive.

The campaign is rooted in the shared spirit of Manchester and Berghaus, embracing unapologetic individuality, humour and grit. It seeks to position Berghaus at the centre of Oasis’ comeback tour as this summer's biggest cultural and style conversation.

"This summer’s shows are a cultural flashpoint – and we wanted to be right at the heart of it. With this campaign, we’re celebrating the Manchester mindset and the style legacy of both the city and the band. It’s about nostalgia, attitude and looking good while you’re living it," says Ben Earnshaw, Content & Community Lead at Berghaus.

Through a social-first approach, the campaign aims to land content amongst the gigs and the scene surrounding them. The creative aims to reach both younger style-conscious audiences, music fans and older Oasis fans looking to embrace the moment with nostalgia in the pieces they grew up wearing.

The full series will roll out until the 11th July, the first Heaton Park Oasis show, with all posts boosted across Instagram and TikTok.

Capitalising on a cultural moment by combining fashion and music, Berghaus positions itself firmly in amongst the conversation.

@berghausofficial Temperatures slowly starting to rise, just like this legend. Got the nod, jacket approved, we’re starting strong ????. #berghaus #berghausicons ♬ original sound - Berghaus