OK, I have a confession: I have Instagram post notifications for Drake. I said it. I’m not sure when to turn it on or how to turn it off, but here we get a notification every time he posts something. When the Champagne Papi published a video with a mysterious backdrop in Toronto and the Nike logo on November 22nd, the wheels turned. Drake teased his upcoming collection with Nike, due out on December 18th. On December 2nd, the collection in question was unveiled as NOCTA, a Nike sub-label that serves as a “nod to the artist’s nightly creative process”.
In a press release, Drake pondered what NOCTA means to him and how it’s more than a collection. “NOCTA is about creating something for people on the go. People who want functional, comfortable fits that can be adjusted from one environment to the next,” he wrote. “It’s also about a mindset: an unforgiving drive, an intransigence. Characterized by the guy who is on the move all day and night – the grinders, the hard workers – trying to achieve their goals and not taking short cuts take … With NOCTA We have tried to make the toughest jacket, the toughest tracksuit, the toughest gloves. Only the best in this world. “
It’s not the first time Drake has worked with the sports brand as he releases his Certified Lover Boy merchandise in October ahead of his sixth studio album of the same name due out in January. He signed with Nike brand Jordan in 2013 before launching some exclusive sneakers and recently spent time at Nike’s Oregon headquarters.
But this upcoming December collection has a different feel as it is not tied to his album and is simply a sub-label filled with swag-infused pieces for the winter months. Check out photos of NOCTA and look forward to shopping for the pieces on December 18th.