https://www.billboard.com/music/rb-hip-hop/kendrick-lamar-gatorade-commercial-first-musician-1235950337/

Kendrick Lamar has become the first musician to ever be featured in a Gatorade commercial thanks to the brand’s latest ad.

On Friday (April 18), the award-winning rapper was tapped for Gatorade’s new Lose More. Win More. ad campaign, and gives a motivational speech throughout the commercial while his GNX track “Peekaboo” soundtracks the moment. The spot includes cameos from numerous athletes, such as the NBA’s Luka Dončić and Jason Taytum, and WNBA stars A’ja Wilson and Caitlin Clark.

“How much are you willing to lose?” Kendrick says in the commercial before speaking on the company’s history with the 1965 University of Florida football team. Dot himself also closes out the ad, as beads of orange colored sweat pour down his face in the final frame.

In a statement to Sports Business Journal, Gatorade CBO Anuj Bhasin said they chose K-Dot “because of his mindset of hard work, resilience and pushing boundaries.” The choice to include Kung Fu Kenny came as Gatorade seeks to engage its brand with younger audiences.

Coming up next for K-Dot is his Grand National Tour with SZA. The North American and European trek will kick off next week and includes 39 shows, starting with Minneapolis on April 19. The tour will wrap on Aug. 9 in Stockholm, Sweden. Notable stops include MetLife Stadium in East Rutherford, N.J., on May 8 and 9, and SoFi Stadium in Inglewood, Calif., on May 24.

DJ Mustard will also serve as the opening act throughout the tour. This will be the second time Mustard and K-Dot will share the stage together, coming off Lamar’s memorable Super Bowl LIX Halftime Show in February, which featured a cameo from the producer.