Gatorade Marks 60 Years with a Culture-First Campaign

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Gatorade enlists Kendrick Lamar to front a hard-hitting reboot of its “Is It In You?” campaign, spotlighting the grind behind greatness.

In a bold revival of its iconic “Is It In You?” campaign, Gatorade has turned to Kendrick Lamar to narrate its latest anthem to athletic sacrifice. Titled “Lose More. Win More.,” the campaign debuts April 19 during the NBA Playoffs, foregrounding the struggle behind the highlight reel—and connecting legacy branding with cultural resonance.

The 60-second spot, created with TBWA\Chiat\Day LA, opens with a Super Bowl Gatorade shower and builds into a montage of elite athletes—Caitlin Clark, A’ja Wilson, Jayson Tatum, Luka Dončić, and Shedeur Sanders—each captured in moments of vulnerability and perseverance. Over Lamar’s track “Peekaboo,” the rapper asks viewers, “How much are you willing to lose?”—a line that reframes sweat and setbacks as currency for greatness.

It’s the latest evolution in Gatorade’s campaign, which was relaunched earlier this year with Michael Jordan. With Lamar—the first musician to feature in Gatorade creative—now narrating the brand’s ethos, the message is clear: excellence is earned, not given. His cameo, combined with a focus on real athletes rather than fictional narratives (a contrast to rival Powerade’s recent strategy), anchors the brand firmly in authenticity.

Coming as Gatorade marks its 60th year and Lamar embarks on his Grand National Tour, the collaboration is as much about cultural gravity as product relevance. Additional 30-second spots and local market takeovers will roll out in tandem with tentpole sporting events throughout the summer.

In a category where brands increasingly lean into lifestyle over legacy, Gatorade doubles down on both. And in Lamar, it’s found a voice as unfiltered as the message it wants to deliver.