Though they released a limited collection of 'Certified Lover Boy'-themed gear near Halloween, Drizzy and Nike were just getting started. The two parties are taking their partnership to another level rarely achieved by an artist, launching a joint sub-label called NOCTA.
The name NOCTA comes from Drizzy's tendency to move nocturnally, like the owl that represents his ethos, as nighttime is when Drizzy is at the peak of his "creative process" and when he does most of his recording. This little detail and Drake's "thoughts on the spirit of the project" were outlined in a Nike News blog post personally authored by the Toronto artist.
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He called the partnership a "full circle" moment and "something that I’ve been waiting on for a really long time." And while Drake's OVO imprint has collaborated with several brands like Clarks and BAPE, Nike is clearly the one he's had his sights set on: "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."
The official NOCTA Instagram account is set to private. But judging from the Friday, Dec. 18, date listed in its bio and alongside this teaser clip, the first major collection will likely arrive on that date.
Regarding the products about to be offered, Complex's Brendan Dunne claims they're "fairly limited" and include $400 puffer jackets, a $135 track jacket and more. (Prices in the aftermarket may be a different story.)
Drake wants to help buyers adopt an attitude appreciative of "loyalty and team" and that means giving them a go-to uniform inspired by the full Nike Tech Fleece fits often seen on dudes in Toronto, Paris and London. (Think 'Top Boy' on Netflix.)
He's been known to don similar looks for his more than 72 million IG followers and in music videos like "Toosie Slide" and, more recently, "Laugh Now Cry Later," filmed at Nike's Portland headquarters.
One of Drake's good buddies, Steph Curry, also recently launched his own subdivision with Under Armour.