In a bold tribute to grit and greatness, Gatorade has unveiled a new chapter in its legacy with the launch of “Lose More. Win More.”—a campaign that celebrates the sacrifice behind every athletic triumph. The initiative brings fresh energy to the brand’s historic “Is It In You?” platform, originally made famous in the 1990s and 2000s, and revived last year in partnership with basketball icon Michael Jordan.
At the heart of this latest effort is a compelling 60-second film voiced by 22-time Grammy winner Kendrick Lamar, marking the first time a musician has featured in a Gatorade campaign. The spot opens with a moment steeped in tradition—Philadelphia Eagles’ head coach being drenched in Gatorade after the team’s Super Bowl victory—before cutting to a montage of elite athletes, including Caitlin Clark, A’ja Wilson, Jayson Tatum, Luka Dončić, and Shedeur Sanders.
Lamar’s narration, layered over the beat of his track “Peekaboo,” draws a powerful link between loss and legacy. “How much are you willing to lose?” he asks, as images of sweat, setbacks, and training unfold onscreen. The film also nods to Gatorade’s origin story, born in 1965 to support the Florida Gators, emphasizing a long-standing connection to performance and perseverance.
The message is clear: greatness isn’t just about winning—it’s about what you’re willing to give up to get there. “So how much sweat are you willing to lose? That’s how you know how much you’re willing to win,” Lamar concludes.
Created in collaboration with TBWA\Chiat\Day LA, Gatorade’s agency of record, the campaign includes a shorter 30-second version set to debut next week. Additional content will appear across digital platforms and in out-of-home placements in key cities tied to the brand’s athlete ambassadors.
Gatorade’s creative strategy stands in contrast to competitor Powerade, which recently aired a campaign with no real-life athletes, opting instead to focus on product attributes. Other players in the category, including Nike and Adidas, continue to explore themes of discipline and mental toughness, but few combine nostalgia with cultural relevance as directly as Gatorade.
The campaign also arrives during a moment of brand momentum. PepsiCo reported a 2.1% increase in organic revenue in Q4 2024, with Gatorade specifically cited as having gained market share. Lamar’s participation, fresh off his record-breaking Super Bowl LIX halftime performance and the start of his Grand National Tour, further cements the campaign’s cultural impact.
With “Lose More. Win More.”, Gatorade isn’t just revisiting a slogan—it’s delivering a message for a new generation of athletes and fans: greatness demands more than talent; it requires total dedication, and often, the willingness to lose first.
