Kendrick Lamar has teamed up with Gatorade or a new campaign titled “Lose More. Win More.”, which is set to debut during the NBA Playoffs and run across tentpole sporting events this summer.

The voice of the rapper is heard in the 60-second spot meant to honor the hard work and sacrifice of great athletes, soundtracked by his song “Peekaboo”. Lamar is heard asking, “How much are you willing to lose?” before telling the story of Gatorade’s creation in 1965 for the Florida Gators.

Kendrick is the first musician to appear in a commercial for the sports beverage brand. Gatorade’s star-studded roster of athletes, including Caitlin Clark, A’ja Wilson, Jayson Tatum, Luka Dončić, and Shedeur Sanders are seen

Gatorade’s partnership with the rapper, strategically timed after his monumental Super Bowl LIX halftime show and as his Grand National Tour begins, exemplifies how brands are increasingly leveraging cultural connections to foster stronger bonds with key demographics.

Check the ad above.