The Drake NOCTA Nike collection is set to be a smash hit
Is it just us or is Drake looking for world domination this year? First, he surprised and delighted us all when he released a breezy dance album worldwide in June, and now Drizzy has announced that he will continue his partnership with Nike on a new basketball-focused Nocta collection.
For those unfamiliar with the label, Nocta (named after Champagne Papi’s “nocturnal creative process”) launched in 2020 in an unprecedented move by Nike. We’ve seen the mega sports brand partner with fashion labels and rappers in the past, but this was the first time in the brand’s history that they gave a musician their own sub-label. with his own name. Of course, for Drake, it was a huge honor: “I always felt like there was an opportunity for Nike to embrace an artist the same way they had athletes,” a- he wrote on Nike’s website on the day of the announcement.
The clothing line nods to sports, but is rooted in and inspired by city dwellers who are on the go and want functional, comfortable and refined day-to-day essentials. Over the past two years, there’s been a golf-inspired collection and various shoe releases, including the coveted Nocta Hot Air Step Terra, but this next basketball line might top them all when it comes to hype. .
After all, Drake is passionate about sports. He has been a die-hard Toronto Raptors fan since he was young and spends most of his free time playing in his OVO-themed home gym. This real investment should produce a solid line of clothing. And while this is just the beginning, we know the assembly will include performance-oriented pieces such as hoodies, t-shirts, shorts and socks. As expected, many items will feature Nocta text and Nike Swoosh logos, along with a team-inspired phrase: “Sometimes you. Sometimes Me. Always Us,” in reference to the brand’s solidarity with the collectives and creative communities, but also the kind of lyrics one would expect to hear on one of the artist’s chart-topping albums.
Even though we are still waiting for a final release date, we can already predict that it will be a resounding success. But in the meantime, what industry do we think he’s going to try to break up next?