Kendrick Lamar continues his winning ways as he has been tapped as the first music artist to be featured in a Gatorade ad.
Kendrick Lamar Sets Precedent With Gatorade Ad
On Friday (April 18), the sports drink giant debuted the new commercial for their new Lose More. Win More. ad campaign. The spot features several athletes, including the NBA’s Luka Dončić and Jason Taytum, WNBA stars A’ja Wilson and Caitlin Clark and future top NFL draft pick Shedeur Sanders. The commercial is scored with K-Dot’s GNX track, “Peekaboo.” The Compton, Calif. rapper also narrates the ad.
“How much are you willing to lose?” Kendrick says in the ad below before diving into the company’s origin story involving the 1965 University of Florida football team. Dot also makes a brief cameo working out in the commercial.
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Kendrick Lamar is the first musician to ever be in a Gatorade campaign. According to Sports Business Journal, Anuj Bhasin, CBO of Gatorade, chose Kendrick “because of his mindset of hard work, resilience and pushing boundaries.” The company is looking to garner a younger audience and see the rapper as the perfect spokesperson to drive that home.
The new ad comes as Kendrick is about to embark on The Grand National Tour, which kicks off on Saturday (April 19) in Minneapolis, Minn. The SZA-assisted stadium tour includes 39 stops in North America and Europe and ends on Aug. 9 in Stockholm, Sweden.
Kendrick’s big year continues to get bigger. Back in February, he earned five Grammy Awards and performed a record-breaking set at the 2025 Super Bowl halftime show.
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Check out Gatorade’s new Lose More. Win More. ad below.
