Kendrick Lamar, pgLang, and Gatorade Redefine Greatness in New Ad
- Fck Yaya
- Apr 18
- 2 min read
Updated: Apr 18
Bing-bop-boom-boom-boom-bop-bam! That's exactly what I said when I saw that Compton's own Kendrick Lamar is out here casually making history again.
After becoming the first solo rapper to headline the Super Bowl Halftime Show and racking up a record-breaking 133.5 million viewers, Kendrick has now added another first to his résumé: he's the first musician—ever—to be featured in a Gatorade commercial.
The campaign, titled "Lose More. Win More.", officially launched today (Friday, April 18th) with a 60-second spot narrated by Kendrick himself and soundtracked by his song "peekaboo" featuring AzChike from the GNX album. It's a gritty, emotional tribute to the grind that elite athletes go through, starring Gatorade's roster of powerhouses like Caitlin Clark, A'ja Wilson, Jayson Tatum, Luka Dončić, and Shedeur Sanders.
"Gatorade, a brand that's always been synonymous with elite athletic performance, choosing Kendrick for this moment? That's a statement. It's recognition that lyricism, storytelling, and creativity are forms of elite performance."
The connection between Hip-Hop and sports is nothing new. Kendrick and a lot of MCs have long said that Hip-Hop is a sport. Just like on the court or field, being great in rap takes discipline, repetition, failure, and
sacrifice. That's what this campaign taps into. Gatorade, a brand that's always been synonymous with elite athletic performance, choosing Kendrick for this moment? That's a statement. It's recognition that lyricism, storytelling, and creativity are forms of elite performance.
In his Apple Music interview with Nadeska and Ebro, Kendrick talked about the time and focus he dedicates to his craft. That mindset isn't so different from A'ja Wilson putting up shots before sunrise or Caitlin Clark studying tape after games. It's about excellence. Period.
But this is also a big W for pgLang, the company Kendrick co-founded with longtime creative partner Dave Free. When Kendrick left TDE to launch pgLang, many people thought, "Cool, another artist starting a label." But this ain't just a label. This is a creative house that's had full control of the GNX album rollout, the upcoming Grand National Tour, the most-watched Super Bowl halftime show ever, and now a partnership with one of the most iconic brands in sports history.
"Ain't no law, boy, you ball boy, fetch Gatorade or somethin' "Kendrick Lamar - Not Like Us
You've gotta start seeing pgLang as one of the top creative and production forces out right now—period.
So yeah, Kendrick's not just making music. He's shaping culture, collaborating with legacy brands, and showing the world how Hip Hop continues to evolve and assert its power in spaces it was once shut out of.
The Gatorade ads featuring Kendrick will start airing tomorrow during the NBA Playoffs. But if you want an early "peekaboo," click the video below.
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