Exciting Caitlin Clark, Kendrick Lamar Announcement Is Turning Heads

They are raising the bar now by bringing Lamar, one of the most successful artists in the past decade or so. His popularity reached new heights after he engaged in a rap beef with Canadian superstar Drake, which resulted in Lamar having one of the most successful songs of 2024, "Not Like Us" and headlining Super Bowl LIX half-time show. 

Mary Gaughan of Sports Business Journal reported that the addition of Lamar to the campaign that featured Clark, Tatum, Doncic, Wilson and Allen again, aims at reaching a younger generation.

Gatorade made this move after other brands such as Powerade and Prime tried to become more popular among Gen Z people.

The one-minute campaign features Lamar's song "Peekaboo" and his voiceover going through Gatorade's origins before asking what athletes are willing to do to achieve their goals. 

"So, how much sweat are you willing to lose?" Lamar asked. "That's how you know... How much you're willing to win."

The clip has drawn nearly 14K views on YouTube in three hours on Friday.

Clark issued a statement (courtesy of Gatorade) describing how her journey is likened to Gatorade's mission with their most iconic campaign.

“My drive to keep improving is what motivates me as an athlete. I wouldn’t be where I am today without hard work and discipline, which is what this next “Is It In You?” campaign with Gatorade is all about.”

The spot will debut during the first round of the 2025 NBA playoffs on Saturday, April 19.