In a major Gatorade campaign that dropped on April 18, 2025, the brand teamed with Kendrick Lamar for a new "Lose More. Win More." spot under its "Is It In You?" platform, featuring WNBA star Caitlin Clark . The video intercuts Lamar's punchy lyrics from "peekaboo" with footage of Clark lighting it up on the court.

Indiana Fever fans have been eager to see star guard Caitlin Clark's development leading into the 2025 WNBA season, especially after Indiana's front office hired the esteemed Stephanie White to be their franchise's next head coach.

The 2024 WNBA set multiple regular-season and playoff viewership records. The spike in interest surrounding the league extended to game attendance, where record numbers at Fever games led to Indiana being scheduled to play in larger arenas ahead of Clark's second WNBA season in 2025.