Kendrick Lamar stars in a new Gatorade campaign set to launch during the NBA playoffs this weekend. One of the ads, titled “Lose More. Win More.” is already on YouTube and features Lamar narrating over clips of top athletes like Luka Dončić and Caitlin Clark.
The ad highlights Gatorade’s legacy, referencing its 1965 origins at the University of Florida. The visuals are paired with Lamar’s GNX track “peekaboo” featuring AzChike, while his song “luther” with SZA continues to top charts ahead of their Grand National tour.
Bloomberg’s Kim Bhasin reports this is one of Gatorade’s largest campaigns ever. Lamar joins a legacy of stars representing the brand, bringing his lyrical edge and cultural relevance to the mix.
While the ad airs, Lamar remains at the center of rap headlines. A legal battle between Drake and UMG—sparked by Kendrick’s diss track “Not Like Us”—continues to unfold. Kendrick, however, appears focused on his music and momentum.
As the campaign slogan says: “Lose more. Win more.”
