GATORADE | LOSE MORE. WIN MORE.

To celebrate its 60th anniversary, Gatorade doubled down on the reason it exists: replacing what athletes lose in sweat. “Lose More. Win More.” brings that truth to life through a high-impact film starring Luka Dončić, A’ja Wilson, Jayson Tatum, Shedeur Sanders, and Caitlin Clark, athletes defined by sacrifice, obsession, and relentless effort.

Narrated by Kendrick Lamar, whose own career is built on discipline and competitive drive, the spot reframes sweat as the true cost of winning. Set within Gatorade’s iconic “Is It In You?” platform, the work modernizes the brand’s science-backed origin story while connecting with a new generation of athletes and fans across sport and culture.

Launching during the first round of the NBA Playoffs, the campaign reinforces Gatorade’s functional superiority and emotional relevance at a moment of heightened category competition, reasserting the brand as fuel for those willing to give more to win more.