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Michael Politz
Publisher
Experience with ADÉLA
Hi Michael,
Hope you had a nice weekend!
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 will come 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)
* 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.
Would this be a fit for coverage this week? Please let me know if you have
any questions.
* Press release
02884103.html?tc=eml_cleartime> HERE
*
(password: 5 gum x ADÉLA)
Michelle
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Why It Matters
Industry operators should watch for follow-on developments as this story develops.
For more insights and trends in the food and beverage sector, check out more articles in The Food & Beverage Magazine family of publications.
Written by FBM Publications Editors
