The Mars-owned brand is using a collaboration with ADÉLA to turn tour-worn gum into collectible fashion while directing auction proceeds to music education.
Mars, Incorporated’s 5 gum is partnering with pop star ADÉLA on a five-piece collection of performance looks incorporating gum she chewed during tour rehearsals. Preserved in resin and fashioned into garments, accessories and a custom microphone stand, the pieces will be worn during ADÉLA’s Red Bottoms Tour before being auctioned to fans. The project extends a confectionery brand into wearable art, with the proceeds supporting Save The Music Foundation.
The collection is built around 5 gum’s stated focus on sensory experience, translating sight, sound, scent, taste and touch into a set of stage objects. Each of the five looks is intended to connect ADÉLA’s live performance with the audience’s experience, while keeping the gum itself as a visible part of the creative concept. The work was developed with ADÉLA’s stylist and creative director, Chris Horan.
The designs include a custom top and shorts finished with 5 gum wrapper fringe, a statement hat, a chain belt and a custom microphone stand. ADÉLA is scheduled to wear distinct pieces at five Red Bottoms Tour stops in Nashville, Atlanta, Salt Lake City, Denver and Phoenix. After the tour, the stage-worn items are scheduled to go to auction on eBay, with bidding set to run from October 14 through October 24.
The collaboration gives 5 gum a way to make its sensory positioning tangible without introducing a conventional product format. Instead of treating the brand partnership as a standard endorsement, the project links the product directly to an artist’s rehearsal process, concert wardrobe and eventual fan ownership. That structure also gives the campaign a charitable dimension, as all auction proceeds are designated for Save The Music Foundation, which supports music education for students, schools and communities.
For ADÉLA, the pieces are framed as physical records of the connection between performer and audience; for 5 gum, they continue a broader pattern of artist-led and experience-driven activations. The collection’s value therefore rests less on the gum as merchandise than on its role as a material tied to a specific performance journey. By moving from rehearsal to stage to auction, 5 gum is positioning an everyday product as part of a limited cultural object with a defined beneficiary.
