Building on its long-term investment in music and culture, 5 gum is turning its partnership with rising artist ADÉLA into a tangible fan experience with the launch of the 5 gum x ADÉLA Stimulating Style Collection — five custom performance pieces that bring the brand’s sensory platform to life in an unexpected way.
Created with ADÉLA’s stylist and creative director Chris Horan, the collection incorporates preserved pieces of 5 gum chewed by ADÉLA herself, alongside the brand’s iconic wrappers. The five-piece collection includes a custom top and shorts with gum-wrapper fringe, hat, chain belt and mic stand — each custom-designed and handcrafted for ADÉLA.
The activation comes to life onstage, with ADÉLA wearing each piece during five stops on her Red Bottoms Tour: Nashville, TN (9/21), Atlanta, GA (9/22), Salt Lake City, UT (10/2), Denver, CO (10/3), and Phoenix, AZ (10/6).
Following the final performance, the pieces will be auctioned on eBay from October 14–24, giving fans the opportunity to own a piece of the activation, with all proceeds benefiting Save the Music.
The collaboration builds on 5 gum’s ongoing approach to music partnerships — from its custom jewelry collection with Yungblud and 50 Years of Hip Hop-inspired track with J.I.D to its bodega rave with Zedd and sensory collectibles with KATSEYE — while continuing to find unexpected ways to turn the brand’s “Stimulate Your Senses” platform into experiences fans can see, feel and participate in.
Why It Matters
Industry operators should watch for follow-on developments as this story develops.
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Written by FBM Publications Editors
