Rapper Kendrick Lamar became the first musician in a Gatorade ad, promoting resilience and teamwork.

Rapper Kendrick Lamar made history as the first musician to appear in a Gatorade commercial, featuring in their "Lose More. Win More." campaign on April 18. The commercial, set to his track "Peekaboo," includes motivational messaging and appearances by athletes like Luka Dončić and A'ja Wilson. Gatorade chose to partner with Lamar for his mindset of hard work, resilience, and pushing boundaries. The commercial also highlights Gatorade's history with the University of Florida football team.