To show chewing gum boosts focus, we turned Kyle Kuzma’s pre-game chewing rhythm into a song.

Apparently, Gen Z is all about TikTok, but not about chewing gum. To make chewing gum cool again, we brought a decade old insight to life in a new way: Chewing gum boosts focus.

We teamed up with NBA player Kyle Kuzma and recorded his chewing rhythm during his pre-game warm-up. Producer, American DJ and musician Sam i, brother of Spike Jonze, then composed a unique track to Kyle’s chewing pace.

The song was released on Spotify and Apple Music for others to “chew into the zone” to.