Sportswear giant Nike and rapper Drake have teamed up to create a sub-label brand named NOCTA.
NOCTA is a nod to Drake – born Aubrey Drake Graham’s – noctural creative process.
In a statement on Nike’s website, Drake wrote: “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,” the rap megastar said in a statement.
“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 release date of the sub-label is set for December 18, however, the products that will hit the market are still unkown.
Nike did share a few images of NOCTA co-branded winter jackets and hoodies to announce the arrival of the label.
The website for the sub-label has also been revealed, Nocta.com, as well as an Instagram handle, @officialnocta. The account already has 232,000 followers.
Drake said partnering with Nike has been a dream since he was a child.
“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.”
He added: “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.”
