- Izzy Escobar co-created "Hotshot (Extra Time)," an original anthem for EXTRA Gum's "Chew Into It" platform, timed to soccer's extra-time moments.
- The track dropped June 24, 2026, via Artist House, available on all major streaming platforms.
- Campaign includes a #ChewIntoItSweepstakes giving fans a shot at $120,000 and a year of free gum, a nod to soccer's 120-minute extra-time format.
- This is Escobar's first known brand partnership since signing with Pitch Perfect PR for publicity earlier in 2026.
Soccer’s most nerve-wracking minutes just got a soundtrack. EXTRA Gum has teamed up with rising pop-soul artist Izzy Escobar on “Hotshot (Extra Time),” an original anthem built around the tension and adrenaline of extra time.
The song anchors EXTRA’s “Chew Into It” platform, the brand’s push to position gum-chewing as a small ritual that helps people stay present in an overstimulated world.
Escobar said she approached the track less like a sports anthem and more like an emotional snapshot, capturing the anticipation and uncertainty fans feel when a match hangs in the balance.
The timing lines up with major momentum for the Massachusetts-born, Cuban-Italian singer-songwriter. She broke out via viral TikTok performances before releasing her debut EP, Sunny in London, in 2025, and made her festival debut at Oceans Calling alongside Green Day and Noah Kahan.
Earlier this year, Escobar signed with Pitch Perfect PR for U.S. publicity, a move that signaled she was scaling up, and this EXTRA Gum deal looks like exactly that kind of next step. She remains booked through Independent Artist Group and managed by Artist House.
For EXTRA, tapping a musician is a shift in tone. The brand has leaned on mascots and big-budget ad platforms recently, including its new character Chewbert, rather than individual celebrity faces, making Escobar’s involvement a notable departure.
Fans can stream the song now and enter EXTRA’s sweepstakes for a $120,000 grand prize, themed around soccer’s 120 minutes of play.
Takeaways
This pairing says a lot about where brand marketing is headed: instead of a traditional spokesperson, EXTRA picked an emerging artist with built-in social reach to create original content people might actually want to stream, not skip.
For Escobar, landing a national CPG campaign just months after building out her PR team is a strong signal that her team is positioning her for crossover visibility beyond music streaming charts.
Does an original song carry more cultural weight than a typical celebrity-fronted commercial? Could this kind of campaign boost Escobar’s streaming numbers more than a traditional single release? Will more brands start commissioning original music instead of licensing existing hits for campaigns?
