We discovered gum is made from a synthetic rubber. What makes it a suitable material to manufacture new products. So, we collected gum from all over Amsterdam and turned this useless waste into something useful. We created a product people actually want from something no one cares about: The first sneaker ever made from chewing gum. Bubble gum pink, with the map of Amsterdam imprinted in the sole.

Together with a specialised company we've created a compound made from recycled chewing gum. This compound could easily be melted into any shape or form. In collaboration with a local shoe brand we designed a sneaker made from high end material (laces, leather, in sole etc). Both the sole and the upper part of the shoe were coated with a unique pink color to bring across our message in the best way. We manufactured a one of a kind mould in the shape of the map of Amsterdam to create a link with Amsterdam and the origin of the material the shoe is made from. Inside the shoe people could read the story behind the shoe and its goal so they could, next to wearing this unique product, think about the gum litter problem at the same time.

Eventually our goal is to make people think more about the gum litter problem Amsterdam and other major cities are having. Other cities like Berlin, New York and London already paid their interest and are planning to produce their own unique shoe. With their map on the sole. Next to the fact people responded in a very positive way on social media we reached 650.000.000 unique visitors and are still counting. From Germany to Ukraine and from China to the US people heard about Gumshoe. Renowned websites even shared case movies made from the existing footage. And within the first days our website got flooded with pre-orders.

A lot of stores show interest in selling the shoes. For now, they will be sold at Hudson’s Bay Amsterdam, www.gumshoe.amsterdam and www.explicitwear.com.

Every year 1.5 million kilos of chewing gum finds its way on to the streets of the Netherlands. Cleaning the gum costs Dutch municipalities millions of euros. It takes 20 to 25 years before chewing gum is completely gone and many animals suffocate in the waste. Non-profit organisation Amsterdam Metropolitan Area wanted to create awareness about the gum litter problem amongst gum users.