After the huge success of his now sold out “Certified Lover Boy” collection, Drake and Nike hit hard with an all-new line dubbed Nocta releasing December 18th.
Certified Nike Boy…
Canadian rapper Drake loves himself some Nike and has since childhood. Even going so far as to say his sense of fashion and style and entertainment growing up “didn’t mean anything unless it had a Swoosh.” This lead to collaborative partnerships between himself and the footwear empire starting in 2013.
Although there was that briefest of deals made with adidas in 2018 that sadly never released due to, let’s say, “artistic differences” in his beef with rapper Pusha-T, Drake has doubled down on his fealty and his “Checks over Stripes” mentality. If his recent “Laugh Now Cry Later” video frolicking around the Nike grounds with Instagram influencer Aggy Abby didn’t tip you off, the Nike line coinciding with his most recent album definitely set the record straight.
“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.”Drake on NOCTA
Entertainer in a world of athletes…
And now it seems this is only the beginning, with the drop of his latest Nocta Collection. The importance of this partnership cannot be understated. Whether you’re a Nike fan or a Drizzy stan, the sub-label operates as a stand-alone collection as an artist and entertainer; not an athlete. Even the crazy-hyped Air Balvins are still just a collaboration.
The sub-label name takes inspiration from Drake’s own nocturnal creative process while the line of hoodies, puffer jackets, fleece sweatpants, and crew socks takes influence from the uniformed looks found in London, Toronto, and Paris.
Although the deal appeared to come out of nowhere with the album release in October, it appears efforts for the collection span over 2 years.
“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.”Drake on NOCTA
Where to buy…
The collection itself ranges from $30 to $400 featuring mirrored all-Black and all-University Gold sets suited for those out on their daily grind, even in cold weather. Accents include two of Drake’s trademark names “C.L” for “Copyleft” and A.W.R. for “All Wrongs Reversed” seen on the legs of the sweatpants. These appear to be references to Drake’s stance on “copyright” and “all rights reserved” which limit the use of any given product.
While dropping globally to nocta.com on December 18th, the Drake Nocta Collection hits nike.com on December 19th. But I doubt it will be there long.
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