Gatorade has collaborated with rapper Kendrick Lamar alongside Indiana Fever G Caitlin Clark, Las Vegas Aces C A’ja Wilson, Boston Celtics F Jayson Tatum, L.A. Lakers G Luka Dončić, and former Colorado QB and NFL Draft prospect Shedeur Sanders for their latest “Lose More. Win More.” ad campaign. The effort is part of the brand’s “Is It In You?” platform, which looks to honor the sacrifice and relentless work that define top-tier athletes, launching as Gatorade celebrates its 60th anniversary and Lamar kicks off his Grand National Tour.
Anuj Bhasin, CBO of Gatorade, noted that through the campaign, the brand seeks to pay tribute to its birthplace -- the University of Florida -- by “telling Gatorade’s science-backed origin story -- helping the Florida Gators overcome loss of steam and sweat -- in modern, culturally relevant ways.” Lamar’s song “peekaboo” accompanies the campaign and features his voiceover.
As Lamar becomes the first musician to have a cameo in a Gatorade creative, Bhasin said the brand chose him for the collaboration because of his mindset of hard work, resilience and pushing boundaries.
Bhasin emphasized the brand’s desire to reach a younger generation through this campaign by including Gen-Z sport and pop culture staples. This campaign comes as the hydration market heats up, with several startups vying for recognition and rival Powerade ramping up its own marketing to attract younger fans.
The 60-second ad spot, created by Gatorade’s creative agency of record TBWA/Chiat/Day/LA, will debut during the first round of the NBA Playoffs on Saturday, April 19.
Bhasin said that following the ad’s release, the company will be “keeping a close eye on how this message resonates with today’s athletes and take note of those insights going forward,” reminding the audience that athletes remain at the center of their craft.
