Kendrick Lamar is now the first musician to appear in a Gatorade ad, thanks to the brand’s new Lose More. Win More. campaign that launched on April 18. The commercial includes a voiceover from Lamar and features his track “Peekaboo” from the GNX project.
The ad includes appearances from athletes like Luka Dončić, Jayson Tatum, A’ja Wilson, and Caitlin Clark. Kendrick delivers a motivational message about effort and resilience, ending the spot with orange-colored sweat dripping from his face—a nod to Gatorade’s origins with the 1965 Florida Gators football team.
Gatorade’s CBO Anuj Bhasin said Lamar was chosen “because of his mindset of hard work, resilience and pushing boundaries.” The campaign is part of the company’s effort to connect with younger audiences through powerful storytelling.
Kendrick is also preparing for his Grand National Tour with SZA, kicking off April 19 in Minneapolis. The tour spans 39 dates across North America and Europe, concluding August 9 in Stockholm. DJ Mustard will join as the opening act.
