Gatorade Teams with Kendrick Lamar and Sports Stars to Inspire the Next Generation

Gatorade is celebrating its 60th anniversary with a bold new campaign — “Lose More. Win More.” — featuring Kendrick Lamar, Caitlin Clark, A’ja Wilson, Jayson Tatum, Luka Dončić, and Shedeur Sanders.

The campaign marks Lamar’s debut in a Gatorade ad, making him the first musician to star in one. His song “peekaboo” and voiceover set the tone, spotlighting the grit and resilience of top athletes.

Rooted in Gatorade’s iconic “Is It In You?” platform, the spot honors the brand’s University of Florida origins while connecting with a new generation through sport, culture, and music.