Trident transforms NBA star Kyle Kuzma's chew into a custom track

The campaign, created by 360i, encourages Gen Z to refresh their rhythm.

People often purchase gum as an afterthought in retail checkout lines, but Trident wants people to reach for a piece as part of their routines. 

The Mondelez International brand teamed up with NBA star Kyle Kuzma to show how Trident helps him get in the zone before games. Producer Sam i turned Kuzma’s chewing beat into a custom track, which is available to stream on Spotify. The song is played in the spot "Trident Pre-Game Chew," which features Kuzma chewing a piece of gum before practice. 

The gum refreshes his rhythm and lights up the basketball court. Kuzma is on fire, literally, as his sneakers and the basketball backboard light up in flames. That’s one way to get in the zone!