Thursday November 30, 2023

Drake, Nike to Launch ‘NOCTA’ Sub-Label

  • Drake and Nike are launching a sub-label inspired by the rapper’s nocturnal creative process.
  • The parties previously teamed up this year for a capsule collection when Drake announced his upcoming “Certified Lover Boy” album.
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Drake and Nike are launching a sub-label, NOCTA, inspired by the rapper’s nocturnal creative process. Drake teased the partnership in his “Laugh Now, Cry Later” music video released in August that was shot at the Nike Headquarters in Beaverton, Ore.

The two parties previously teamed up this year for a capsule collection when Drake announced the release of his upcoming “Certified Lover Boy” album. NOCTA will go on sale on Dec. 18 and include “functional, comfortable” apparel that is “adaptable from one environment to the next.” 

Full Circle:

  • “Growing up Nike was everything. It felt like every shoe I wanted, every athlete I liked, everything I owned was Nike,” Drake said in an essay about NOCTA. “It didn’t mean anything unless it had a Swoosh.” 
  • He added that he always felt like there was an opportunity for Nike to “embrace an entertainer the same way they had athletes.” 
  • Drake previously signed with Nike’s Jordan Brand in 2013, releasing apparel and sneakers in collaboration with his OVO record label. 
  • Nike has been a topic in several Drake songs and verses, including “Jumpman” in 2015 and “Sicko Mode” in 2018, where he said he was “checks over stripes.”

The financial terms of Drake’s deal were not disclosed, but fellow rapper Kanye West’s long-time partnership with Adidas for his Yeezy sneaker line could provide some insight: the brand did $1.5 billion in 2019 sales, of which West reportedly gets more than a 10% cut. 

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