Kendrick Lamar and Gatorade Redefine Greatness in New "Lose More. Win More." Campaign

Making a bold move that blurs the lines between sports and art, Gatorade has just released its newest campaign, “Lose More. Win More.”—and at the center of it is none other than Kendrick Lamar. That’s right: the 22-time Grammy-winning rapper has joined forces with the iconic sports brand, becoming the first-ever musician to be featured in a Gatorade ad.

This collaboration isn’t just about star power. It’s about shared philosophy. Kendrick’s presence in the campaign underscores a powerful message: greatness doesn’t come easy. Whether you're pushing through a fourth quarter or pouring your soul into the studio, the grind is the same. The campaign taps into that truth, spotlighting the perseverance, grit, and relentless commitment that unite elite performers across all fields.

Set to Lamar’s track “peekaboo,” the campaign’s centerpiece ad weaves Kendrick’s creative process with the intense training of Gatorade’s next-gen athletes, including Caitlin Clark, Jayson Tatum, Luka Dončić, A’ja Wilson, and Shedeur Sanders. It’s a raw, energetic celebration of process over perfection, of lessons learned in loss and sweat before the spotlight ever hits.

“Success is about more than just highlights,” Luka Dončić shared. “It’s about the sweat you put into your craft and the lessons you pick up along the way. Gatorade gets it, and I’m proud to be part of a campaign that celebrates that.”

Kendrick, known for his surgical focus and no-compromise approach to music, trains with the same intensity as any top-tier athlete. His inclusion signals a shift in Gatorade’s narrative—one that recognizes excellence in all its forms. Whether on a stage or a court, the journey to the top demands the same fuel: discipline, dedication, and a willingness to lose before you win.

“Lose More. Win More.” is just the beginning of a summer-long push from Gatorade, with more content expected to drop featuring Kendrick and the athletes who embody the campaign’s ethos. It’s a fresh take on the brand’s legendary “Is It In You?” platform—one that reminds us all that the path to victory is paved in losses, lessons, and the kind of sweat that doesn’t make the highlight reel.

This isn't just a campaign—it’s a cultural crossover that challenges how we define greatness. And Kendrick Lamar? He’s proving that elite performance isn’t limited to the arena. Sometimes, it’s in the booth, in the writing room, or on a world tour stage.

Because before you win, you sweat. And the ones who lose more? They’re the ones who rise the highest.