Grammy award-winning rapper and Compton native Kendrick Lamar has become the first music artist featured in a Gatorade commercial. The brand’s new campaign, “Lose More. Win More.,” debuted on Friday (April 18), showcasing Lamar as both narrator and musical contributor.
The ad includes a diverse range of athletes across sports such as basketball, football, and tennis. NBA stars Luka Dončić and Jayson Tatum, WNBA talents Caitlin Clark and A’ja Wilson, future NFL star Shedeur Sanders, and tennis legend Serena Williams all appear in the commercial. Lamar’s track “Peekaboo,” featuring AzChike from his GNX album, provides the energetic soundtrack.
“How much are you willing to lose to win?” Lamar asks, emphasizing determination and resilience. The commercial also revisits Gatorade’s origin story at the University of Florida in 1965 where the drink was created for the Florida Gators.
Kendrick Lamar is set to headline one of Gatorade’s most significant marketing campaigns ever, with the ads debuting during the NBA Playoffs this weekend.
Check out the video below.