MAY 4, 2025
Top image: Gatorade commercial – “Lost More. Win More.”
Gatorade has long been associated with athletic excellence, serving as the hydration staple for many of sport’s iconic figures. Now Gatorade is expanding beyond traditional sports endorsements by featuring Grammy-winning artist Kendrick Lamar in its latest campaign.
Launched on April 18, the campaign, titled “Lose More. Win More.”, highlights the often-overlooked sacrifices and relentless efforts athletes make.
In this 60-second commercial, K-Dot provides the narration over his track “Peekaboo” from his latest GNX album. The ad features prominent athletes including Luka Doncic, Jayson Tatum, A’ja Wilson, Caitlin Clark, and NFL draft prospect Shedeur Sanders. Kendrick Lamar makes a brief appearance at the 50″ mark, becoming the first musician to be featured in a Gatorade campaign.
In a statement on Linkedin, Anuj Bhasin, Gatorade’s Chief Brand Officer, stated that the campaign aims to honor the brand’s origins: “We’re […] helping people understand that even the greatest in the world don’t back away from loss, they harness it to win. That’s exactly why Gatorade was invented back in 1965; to help the Florida Gators – losing steam and sweat – conquer loss, starting a 60-year legacy of innovation.“
In the video, Kendrick Lamar narrates: “How much are you willing to lose? Take the ’65 Gators. Losing steam, losing players, losing sweat. The solution? [other voice: ‘A drink that hydrates better than water.’] So they can work more, sweat more. ‘Cause when you do that, you can surpass the hype. You can inspire generation after generation. You can compete against anything. Even gravity, expectations, or even yourself. So how much sweat are you willing to lose? That’s how you know how much you’re willing to win.” (via Uproxx).
The campaign was created in collaboration with Gatorade’s longtime creative partner, TBWA\Chiat\Day\LA.
Below is a behind-the-scene of the campaign, featuring Caitlin Clark:
“Alongside athletes from our roster who continuously demonstrate the perserverance it takes to be the best, we’re honored to be teaming up with none other than Kendrick Lamar for this campaign. An incredible artist and athlete himself, Kendrick shares our belief that greatness comes from discipline and commitment to your craft.“
Anuj Bhasin, Chief Brand Officer @ GATORADE
This strategic partnership aligns with Gatorade’s 60th anniversary, as well as Kendrick Lamar’s Grand National Tour with SZA, starting on April 19 in Minneapolis.
Grand National Tour @szahttps://t.co/7CY9OyXU2D
— Kendrick Lamar (@kendricklamar) December 3, 2024
