And yet another superstar rapper partners with a major sports and apparel company: Nocta is the new sportswear sub-label created by Drake and Nike and launches globally on December 18.
The project isn’t the first collaboration between the artist and the sports giant: The launch follows Drake’s “Laugh Now Cry Later” video, shot on location at Nike’s headquarters, and the release of the “Certified Lover Boy” album merchandise capsule.
Nocta starts 18 December.
The Nocta collection includes functional co-branded winter jackets, hoodies and tracksuits, while the name ‘Nocta’ is a nod to the Canadian artist’s “nocturnal creative process”.
“[…] 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. Nocta is a realization of all these thoughts and everything I had hoped for — from the culture it’s rooted in to the product and, most important, to the partnership and scale that allows me to share it with the world. 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. But as much as it’s about what we make, it’s also about a mindset: an unforgiving drive, a relentlessness. […] That mindset also includes loyalty and team. Whether you are in Toronto, London or Paris, there’s this uniform look — Nike Tech Fleece, the gloves, the hat — and it has a real team feel. I wanted to take a piece of that culture that I grew up with, that school of thought, and bring the best to it. With Nocta, we were trying to make the hardest jacket, the hardest tracksuit, the hardest gloves. Just the best of that world,“ Drake comments on the collaboration and the label.
Nocta campaign image
Yet Drake is no newcomer to the fashion industry: part of his record label October’s Very Own (OVO), which he founded in 2012 together with producer Noah “40” Shebib and Oliver El-Khatib, is also a clothing line of the same name. Since its launch, OVO has introduced several label collaborations, including DSquared2, Canada Goose and Bape.