Kendrick Lamar has made history as the first musician to appear in a Gatorade commercial, featured in the brand’s latest “Lose More. Win More.” ad campaign.
Released on Friday (April 18), the commercial features Lamar delivering a motivational speech while his track “Peekaboo” from GNX provides the soundtrack. The ad includes appearances from athletes like NBA stars Luka Dončić and Jayson Tatum, as well as WNBA stars A’ja Wilson and Caitlin Clark. In the ad, Lamar asks, “How much are you willing to lose?” before reflecting on Gatorade’s connection to the 1965 University of Florida football team. The commercial ends with Lamar, drenched in orange sweat, closing the spot.
Gatorade’s CBO, Anuj Bhasin, explained to Sports Business Journal that Kendrick Lamar was chosen for his mindset of hard work, resilience, and boundary-pushing—qualities that align with the brand’s values. This collaboration comes as Gatorade aims to connect with younger audiences.
Next up for Lamar is his Grand National Tour with SZA, which will span North America and Europe, kicking off in Minneapolis on April 19. The tour will feature 39 shows, including stops at MetLife Stadium in New Jersey and SoFi Stadium in California, before concluding in Stockholm on August 9.
DJ Mustard will open for Lamar throughout the tour, marking their second time sharing the stage after Lamar’s appearance at the Super Bowl LVI Halftime Show.
