A Wren Says

If you were taking a vow of ignorance last 12 months, you might have missed the epic rap battle between Kendrick Lamar and Drake. You would have also missed the most watched Superbowl halftime performance. And you would have also missed, “Not Like Us,” playing continuously. But, it seems that brands have not. This week I found out that Kendrick Lamar has two new deals, none of them music. He has signed on with Chanel and will be the first music artist to work with Gatorade.

Both moves are interesting. Chanel doesn’t make menswear, and Gatorade normally works with athletes. Why this, why now?

The Gatorade ad released features Kendrick’s voiceover, snippets from his song “Peakaboo”, and a cameo of the artist at the end, with the iconic Gatorade colored sweat as he comes up from a set of pushups. However, the ad largely focuses on images of current professional athletes. It draws upon the continued intersection between sport and hip-hip, especially when it comes to basketball and football. There’s also a glimpse of Serena Williams, who cameoed in the Super Bowl performance. If you into football or basketball, there’s a strong chance you are into Kendrick Lamar or at least hip hop music more generally. Why not make that connection more explicit.

Now, with Chanel, Kendrick is actually an eyewear ambassador. This might seem like it came out of the blue, part of the flurry of deals as the artist continues to win. However, this is really a continuation of a partnership that continues to evolve. During 2024 Haute Couture week, Kendrick Lamar and Dave Free were brought on the design the set and score the music for the accompanying videos.

For me this is a reminder, that it’s all strategy. Kendrick Lamar only seems unlikely spokesperson. Despite how fresh and new it might seem, it’s all a part of a larger plan and thought-out partnership.