Drake’s relationship with Nike can be looked at as a successful, yet contentious partnership. In his interview with Rap Radar, Drizzy confirmed he was readying a release alongside adidas, before such plans were derailed in his feud with Three Stripes ambassador Pusha-T. Although never officially confirmed, it was rumored that he sought to push forth his own sneaker silhouette, and was already in the lab cooking up something special with adidas. Drake and Nike have since turned the page and appear to have solidified their commitments to one another. With that said, the 6 God and the sportswear titan have officially unveiled their new line NOCTA; derived from the nocturnal nature of the man’s creative process.
Initial teaser images set a focus on tonal puffer jackets—seen in both black and yellow—with the word NOCTA emblazoned on the upper left chest and an embossed Swoosh stamped along the back. Furthermore, a lone image of Drake kitted out in a bright yellow hoodie indicates a fully-fleshed out garment range could soon make its presence felt. Although details of the collection remain scarce for now, Drake accompanied the visual teaser with an essay detailing the process and inspirations behind the project.
“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.
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. Characterized by the type who are on the road all day, all night — the grinders, the hard workers — trying to accomplish their goals and taking no short cuts.
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.
This opportunity is something that I’ve been waiting on for a really long time. To be associated with the highest level possible — that was always my goal. 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.”
For more on NOCTA, be sure to visit the website to get caught up. Pieces from the collection will make its way to Nike’s web store on December 18. In other collaborative Nike news, AMBUSH confirmed the drop date for its new Dunk model.