Newark, NJ — Mars Snacking is teaming its 5 Gum brand with pop artist ADÉLA on a collection of custom performance pieces incorporating gum she chewed during rehearsals for her Red Bottoms Tour.
The 5 Gum x ADÉLA Stimulating Style Collection includes five one-of-a-kind pieces created with gum preserved in resin. Developed with ADÉLA’s stylist and creative director Chris Horan, the collection includes a custom top and shorts with 5 Gum wrapper fringe, a statement hat, chain belt, and custom microphone stand.
ADÉLA will debut pieces from the collection during five stops on her Red Bottoms Tour in Nashville, Atlanta, Salt Lake City, Denver, and Phoenix. Following the tour, the stage-worn items will be auctioned on eBay from October 14 through October 24, with proceeds benefiting Save The Music Foundation.
“One of my favorite things about performing live is the connection you create with an audience,” says ADÉLA. “There’s an energy between an artist and an audience that’s difficult to describe but impossible to forget. Working with 5 gum gave me the opportunity to preserve a piece of that experience.”
Fernando Rodrigues, marketing vice-president, Mars Snacking North America, says the collaboration builds on the brand’s “How it feels to chew 5 gum” positioning and its focus on sensory experiences.
“ADÉLA and her performances embody that same spirit,” he says. “Her boundary-pushing creativity, distinctive style and ability to create powerful connections with her audience made her the ideal partner to bring this collection to life.”
