Kendrick Lamar hits the field with Gatorade in their latest campaign.
Gatorade has launched a striking new campaign, “Lose More. Win More.”—a fierce evolution of its iconic “Is It In You?” tagline. This fresh direction shifts focus from mere victory to the sacrifice, endurance, and internal struggle that forge elite performance.
At the center stands a compelling figure not typically associated with sports marketing: Kendrick Lamar. The 22-time Grammy-winning rapper becomes the first musician to appear in a Gatorade campaign, marking a bold intersection of music and athletic grit.
The spot, soundtracked by Lamar’s pulsing track “peekaboo,” threads his own artistic discipline with the physical training of Gatorade’s athletic stars. The campaign features Caitlin Clark, Luka Dončić, Jayson Tatum, A’ja Wilson, and Shedeur Sanders, capturing moments of exhaustion, repetition, and refusal to quit. Each sequence underscores the campaign’s core idea: that greatness is shaped in defeat, not just in triumph.
Lamar’s inclusion isn’t a gimmick. Known for his meticulous process and lyrical precision, he approaches music with the same rigor athletes bring to their sport. His place in this narrative reinforces the brand’s evolving vision—that the path to mastery, whether lyrical or athletic, is paved with setbacks, self-doubt, and sweat. He embodies the campaign’s ethos without needing to change lanes; his artistry is its own form of endurance.
Gatorade’s choice to frame loss as part of the formula for greatness reflects a deeper cultural shift. In an age of curated highlight reels, “Lose More. Win More.” suggests a return to rawness.
It celebrates the grind, the unseen hours, and the resilience required to excel. Dončić echoes this sentiment, saying, “Success isn’t just the big moments—it’s built in the hours nobody sees. Gatorade understands that.”
This summer, the campaign will expand with more visuals and storytelling centered around Lamar and the athletes. Together, they form a mosaic of ambition across arenas, courts, and stages.
Gatorade isn’t just hydrating champions—it’s reframing the narrative of what it takes to become one.
Leave a Reply