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Shedeur Sanders Featured in Star-Studded Gatorade Ad With Kendrick Lamar

Originally posted on Athlon Sports | By Jeff Hauser | Last updated May 22, 2025 5:02 PM ET

Kendrick Lamar is taking center stage in the sports world once again.

The former Super Bowl Halftime artist has provided the soundtrack for Gatorade’s new marketing campaign. Lamar headlines a star-studded series of commercials premiering during the NBA Playoffs with the first titled “Lose More. Win More.” A milestone for the brand’s 60-year legacy with Shedeur Sanders, Caitlin Clark, Luka Doncic, Jayson Tatum, A’ja Wilson, Lamar Jackson, and Josh Allen.

The campaign also pays tribute to Gatorade legends like Michael Jordan and Serena Williams, who make cameo appearances in the spot. According to Gatorade’s chief brand officer Anuj Bhasin, this is the company’s largest celebrity brand campaign to date. Lamar’s rising presence in sports culture is noticeable. His 2025 Grammy win for “Not Like Us” makes him a fit for the campaign.

Sanders is the only NFL rookie in the ad and represents the next generation of 'Prime Time'. He has been tied to the brand and was one of the key players with an NIL deal from Gatorade. The 'Grown' QB will extend that relationship with him being in Cleveland.

This article first appeared on Athlon Sports and was syndicated with permission.

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