Gatorade Taps Kendrick Lamar For Latest Extension Of ‘Is It In You?’

“Lose More. Win More.” features athletes Caitlin Clark, A’ja Wilson, Jayson Tatum, Luka Dončić and Shedeur Sanders and nods to the hard work it takes to be great.

Kendrick Lamar makes a cameo in a 60-second spot for Gatorade’s “Lose More. Win More.” campaign.

PepsiCo’s Gatorade is paying tribute to the relentless effort it takes for athletes to reach icon status for its latest campaign.

At the center of the new campaign is a 60-second spot narrated by Lamar, and soundtracked by his song 'Peekaboo.'

“Success is about more than just highlights,” said Dončić. “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.”

Lamar, who trains with the focus and intensity of an athlete, represents a new kind of Gatorade icon - someone whose dedication to craft mirrors the physical and mental endurance required on the field or court. His inclusion reflects the brand’s evolving narrative: that the journey to greatness is universal, whether it’s played out under arena lights or on stage.

Shedeur Sanders. Gatorade - Lose More. Win More

A’ja Wilson. Gatorade - Lose More. Win More.

Luka Dončić. Gatorade - Lose More. Win More.

“Lose More. Win More.” marks the start of a summer-long push from Gatorade, with more content on the way spotlighting Lamar and the athletes featured in the campaign. It’s a reminder that before you win, you sweat - and the ones willing to lose more are the ones who ultimately rise to the top.