Gatorade 2025
In 2025, we doubled down on our iconic colored sweat, this time with a new message: the more sweat you lose, the more you win.
To really drive it home, we tapped an up an coming rapper in Kendrick Lamar for the voiceover (feel free to eyeroll that sentence).
Fresh off the Drake beef, the internet lost its mind, the Kenny stans ate it up and dissected it word by word, as they tend to do.
Kendrick loved the message of our campaign so much, he and his team demanded they get their own athlete narrative. We wrote the script, and let PG Lang cook with this one.
We took our Lose More Win More storyline and ran it back—this time to tell the story of the sacrifice and hard work it took to make the W. The women of the WNBA didn’t just play the game. They built the league.
Voiced by the legend herself, Lisa Leslie.
Set to a fire track by GloRilla. (If you know me, you know I love a good ratchet slap, so this was a dream music sync.)
It happened to be the perfect storm too: Glo was already performing at All-Star Weekend, which cracked the door open for the opportunity to create one of my favorite things I’ve made in advertising thus far.
Like I said…a perfect storm.
Glo was already set to perform at halftime during WNBA All-Star Weekend. Her track, “Let Her Cook,” had become the unofficial Gatorade anthem for the W, so she tapped us to put together a custom fit for her performance.
I worked with her stylist to cook up a custom cropped letterman x Gatorade towel hoodie mashup, iced out and fit for the queen of Memphis. The hood was made from real Gatorade towel— a shoutout to how athletes usually wear the Gatorade towels during a time out or during warmups. The jacket was custom from top to bottom, with crystalized number patches representing the Gatorade athlete roster and a blinged-out G logo pendant to tie it all together. We delivered it all in a towel-lined custom bag right before showtime.
We didn’t stop there. Gatorade wanted to show love to the athletes in the film too. I designed custom towel hoodies for them as well with “Let Her Cook” on the front and their name and number on the back. I love when the work taps into my own cultural radar, but getting the chance to actually shape the moment…that was different.
Of course, it wouldn’t be a celebration without a city takeover in Indianapolis (where the game was hosted). We featured our legends in our film and highlighted A’ja and Caitlin Clark with our colored sweat treatment all over the city.
There was a ton of hype around Shedeur Sanders, and he was getting a ton of heat. We created a film around this conversation, and how the pressure, the target on his back, would only push him to be even greater.
