Drake and Nike are set again to make all the hypebeast and resellers’ pockets hurt this holiday season. Yesterday, the Toronto rapper went to his Instagram to post pictures and a trailer to announce his clothing label NOCTA, which will be a sub-label under Nike. Drake has stated multiple times how far deep this love for Nike goes. “ This moment is full circle for me” “I remember watching all these athletes repping Nike — each doing the unthinkable — and how inspiring it was. I always felt like there was an opportunity for Nike to embrace an entertainer the same way they had athletes. I thought about how crazy it would have been and what it would have meant for an artist to have a flagship Nike deal.”
This latest partnership news comes after Drake shot his Laugh Now Cry Later music video at Nike HQ and having his Certified Lover Boy merch go through Nike as well. Drake has made many statements on what he wants this brand to be and mean to people. “NOCTA is about creating something for people on the move. People who want functional, comfortable fits that are adaptable from one environment to the next.” The name NOCTA is a nod at the Candian artists’ nocturnal creative process. “But as much as it’s about what we make, it’s also about a mindset: an unforgiving drive, a relentlessness. Characterized by the type who is on the road all day, all night — the grinders, the hard workers — trying to accomplish their goals and taking no short cuts.”
The public has only seen glimpses of what the brand has so far. Fans caught Drake with a NOCTA hoodie with three star-like shapes on the back and the puffer coats and vest from the look book. There were also rumors of a drake-designed Air force 1 to release soon, which may come under the NOCTA umbrella. Getting a clothing deal is a massive step for any artist to get a fashion partnership, but one of the most prominent athletic wear leaders is enormous. Nike has worked with Travis Scott, Kendrick Lamar, Skepta, to name a few. The first collection of the brand will release December 18th, with probably more details soon to come in the following days.