The collab to potentially save 2020 has arrived, and it comes courtesy of none other than Drake and Nike. A match made in heaven, if you ask us.
The collaboration sees Nike and Drake launch an entirely new sub-label called NOCTA — it’s a nod to the rapper’s nocturnal creative process.
The announcement follows Drake’s Laugh Now Cry Later video, which was shot at Nike WHQ, and the release of the ‘Certified Lover Boy’ album merchandise capsule.
On the new collab, Drake says: “This moment is full circle for me. I mean, growing up Nike was everything. It felt like every shoe I wanted, every athlete I liked, everything I owned was Nike. It didn’t mean anything unless it had a Swoosh.
“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.”
Drake says NOCTA is a realisation of those long-held hopes and dreams and expresses his gratitude to be able to bring his vision to the world on such a large scale in tandem with Nike.
“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.”
NOCTA is designed for the fashion-conscious, but it’s also engineered to go the distance. According to Drake’s statement, it was important to those involved to create the capsule collection with all people in mind, including “the grinders, the hard workers”.
In addition, the collection was thought out to suit all climates, and transcend trends relating to a particular destination. Drake says: “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”.
While the collection is yet to be revealed in its entirety, sneak peeks would indicate fans can expect a jacket, a tracksuit, and a pair of gloves. So far, we’re seeing shades of yellow and a clean black.
“We put in a lot of hard work, a lot of man and woman hours, during the last two years. To see it all coming to fruition starts an exciting new chapter in my life.”
Eagle-eyed fans had suspected a collab of this nature following Drake’s Tootsie Slide video. Filmed at his palatial house in Toronto, the camera pans to reveal multiple easter eggs in his home, including a Nike box and an apparent contract. Plus a pair of Nike shoes donned by the man himself.
The Nike NOCTA collection launches in December 2020. You can follow the official NOCTA Instagram account for updates.