A few days ago, Toronto-born rapper DRAKE teased what appeared to be an unprecedented collaboration with Nike, on his Instagram account and in his latest video « Laugh Now Cry Later ». The latter, shot at Nike’s Beaverton headquarters, actually revealed the launch of a Nike sub-label with Drake called « NOCTA ».
The name « NOCTA », for Nocturnal, is a nod to the artist’s creative process that takes place during the night.
To announce the upcoming collection, the Canadian artist shared his thoughts on the spirit of this project via news.nike.com.
Drake pays tribute to the Swoosh brand and points out that from childhood he was a fan of everything about Nike. The sneakers, the clothes, and the athletes who proudly wore this sponsor and helped it gain even more popularity. The creator of OVO also confides : « I always felt that there was an opportunity for Nike to support an artist in the same way they had done with athletes. I thought about how crazy it would have been and what it would have meant for an artist to have a flagship deal with Nike ». Drake did it, and he entered that very closed circle by getting his own sub-label with the world’s most famous sportswear brand.
NOCTA will offer quality, functional, comfortable and robust items designed for active people who are always looking for action, novelty and change.
Although no visuals have appeared for the moment, the upcoming collection could consist entirely of quilted jacket, sweatshirt jacket, hoodie, fleece pants and tracksuit (according to sources close to this project).
The first « NOCTA » collection, the Drake x Nike sub-label, will be available worldwide from December 18, 2020. Nike invites us to closely follow the brand new nocta.com website and the Instagram @officialnocta account to be the first to be informed of the collection’s content and release details.
