Kendrick Lamar Headlines New Gatorade "Lose More, Win More" Campaign
Gatorade has partnered with rapper Kendrick Lamar for its latest campaign, "Lose More, Win More," a new iteration of the iconic "Is It In You?" platform. This campaign celebrates the dedication and sacrifice athletes make to achieve greatness.
A 60-second spot, narrated by Lamar and featuring his song "Peekaboo," highlights the hard work of renowned athletes like Caitlin Clark, A'ja Wilson, Jayson Tatum, Luka Dončić, and Shedeur Sanders. The ad opens with the traditional Gatorade shower celebrating the Philadelphia Eagles' Super Bowl victory and then explores the history of Gatorade, originating in 1965 with the Florida Gators.
Lamar, a 22-time Grammy Award winner, becomes the first musician to appear in a Gatorade campaign. This partnership follows his record-breaking Super Bowl LIX halftime performance and coincides with his Grand National Tour.
How much are you willing to lose? That's how you know how much you're willing to win.
This campaign, developed with Gatorade's creative agency TBWA\Chiat\Day LA, also includes a 30-second spot and out-of-home takeovers in the athletes' local markets. This athlete-focused approach contrasts with competitor Powerade's recent product-centric strategy.
Gatorade's "Lose More, Win More" campaign reinforces the brand's commitment to celebrating athletic achievement and connecting with its target audience through cultural relevance. This comes after a successful year for Gatorade, with the brand gaining market share in 2024, contributing to PepsiCo's overall organic revenue growth.
The campaign debuted during the NBA Playoffs on April 19th and will continue to run throughout major sporting events this summer.
