*Kendrick Lamar takes center stage in Gatorade’s latest commercial, marking a historic moment as the first musician to front the brand’s campaign.
The ad, part of the 2025 “Lose More. Win More.” series, captures Lamar training alongside his crew, sipping Gatorade as vibrant drink flavors splash across his face, set to the beat of his track “Peekaboo.” In a reflective voiceover, Lamar ties the brand’s 1965 roots to his journey, asking, “How much are you willing to lose?”.
This campaign, celebrating Gatorade’s 60th anniversary, revives the iconic “Is It In You?” platform, aiming to inspire a new generation by merging sport, music, and culture. Anuj Bhasin, Gatorade’s Chief Brand Officer, praised Lamar for his “mindset of hard work, resilience, and pushing boundaries.” The campaign targets a younger, diverse audience, moving beyond Gatorade’s traditional athlete focus to embrace broader creative narratives. Watch the new visuals via the X/Twitter clip below.
The partnership underscores Lamar’s transformative 2025, including his record-breaking Grand National Tour with SZA and a leading 10 nominations at the 2025 BET Awards, set for June 9 at Los Angeles’ Peacock Theater. Hosted by Kevin Hart, the ceremony will celebrate 25 years of Black excellence, airing live at 8 p.m. ET/PT.
The BET Experience 2025 will kick off the festivities, running June 5–8 and bringing a series of events to LA, including a reggae night with Buju Banton at the Hollywood Palladium and the Roots Picnic Experience at the Hollywood Bowl. An R&B-focused night at YouTube Theater will showcase classic acts like Jagged Edge and Donell Jones.
Kendrick Lamar x GATORADE
“LOSE … Drop after drop after drop” pic.twitter.com/hFSaQBgVjC
— NFR Podcast (@nfr_podcast) May 25, 2025
In a nostalgic tribute, the awards show will also spotlight “106 & Park,” commemorating 25 years since the iconic countdown show debuted. A special reunion segment will feature hosts AJ Calloway, Free, Julissa Bermudez, Keshia Chanté, Rocsi Diaz, and Terrence J, with performances by Bow Wow, B2K, Mýa, Jim Jones, T.I., and more. It’s a night poised to honor both legacy and evolution.
MORE NEWS ON EURWEB.COM: Kendrick Lamar Leads 2025 BET Awards Nominations
We Publish Breaking News 24/7. Don’t Miss Out! Sign up for our Free daily newsletter HERE.
The post Kendrick Lamar Stars in Gatorade’s Bold New ‘Lose More. Win More.’ Campaign | Watch appeared first on EURweb.
