Kendrick Lamar Fuels Gatorade's "Lose More. Win More." Campaign

Gatorade and Kendrick Lamar Team Up for "Lose More. Win More." Campaign

Gatorade has partnered with rapper Kendrick Lamar for a new campaign titled "Lose More. Win More." This campaign is the latest iteration of its iconic "Is It In You?" platform.

A 60-second spot, narrated by Lamar and featuring his song "Peekaboo," honors the dedication and sacrifice of top athletes. The campaign showcases Gatorade's impressive roster of athletes, including Caitlin Clark, A'ja Wilson, Jayson Tatum, Luka Dončić, and Shedeur Sanders.

The ad will premiere during the NBA Playoffs on April 19 and continue to run throughout major sporting events this summer. A 30-second spot, bespoke films, and out-of-home takeovers in the athletes' local markets will further amplify the campaign.

The Story Behind the Campaign

PepsiCo's Gatorade celebrates the relentless effort required to achieve athletic greatness with this new campaign. The "Is It In You?" platform, originally popular in the 1990s and 2000s, was revived in 2024 with a nostalgic campaign featuring longtime partner Michael Jordan. This new iteration coincides with Gatorade's 60th anniversary.

The campaign's centerpiece is the 60-second spot narrated by 22-time Grammy Award winner Kendrick Lamar. The ad opens with the traditional Gatorade shower celebrating the Philadelphia Eagles' Super Bowl victory, followed by appearances from Gatorade athletes. Lamar's voiceover poses the question, "How much are you willing to lose?" and recounts the story of Gatorade's creation in 1965 for the Florida Gators.

"So how much sweat are you willing to lose? That's how you know how much you're willing to win."

Lamar's cameo marks the first time a musician has appeared in a Gatorade ad. This partnership follows Lamar's record-breaking Super Bowl LIX halftime performance, the most-watched of all time. The collaboration, coinciding with Lamar's Grand National Tour, exemplifies brands leveraging cultural connections to build loyalty with key audiences.

Developed with Gatorade's creative agency, TBWA/Chiat/Day LA, the campaign also features a 30-second spot debuting the following week. Additional video content and out-of-home activations in the athletes' local markets complete the campaign.

Gatorade's Athlete-Centric Approach

Gatorade's focus on prominent athletes contrasts with competitor Powerade's recent product-focused campaign. While Powerade's "It Takes More" campaign avoids featuring real-life athletes, Gatorade highlights its star-studded roster. Other brands like Adidas and Nike have also explored themes of athletic perseverance, with Nike gaining recognition for its gritty advertising style.

PepsiCo reported a 2.1% year-over-year increase in organic revenue for Q4 2024, with a 2% increase for the full year, compared to 9.5% growth the previous year. Gatorade was specifically mentioned for gaining market share in 2024.