Drake is taking his Nike partnership to the next level with the launch of his NOCTA sub-label, the sports apparel giant announced on Wednesday (December 2). The unprecedented Nike deal with an entertainer gets its name from Drizzy’s nocturnal recording process.
“I mean, growing up Nike was everything,” Drake said in a statement. “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 first collection is set to be released on December 18. The press release teases a sweatshirt and puffy winter jacket branded with NOCTA and Drake’s C.L. for his upcoming Certified Lover Boy album. It’s also set to include a Tech Fleece, gloves and hats as well.
@drake reveals @Nike NOCTA sub-label pic.twitter.com/yy7LKeZdkg
— Still Not Having Fun (@LordTreeSap) December 3, 2020
Checks over stripes, that’s what he likes. After losing out on Kanye West and witnessing the billion-dollar empire he’s built over at adidas, Nike is making sure they do everything in their power to keep the Canadian king happy.
Drake continued, “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.”
The 6 God’s fruitful partnership with Nike began when he signed an endorsement deal with Air Jordan back in 2013. They’ve since collaborated on an array of apparel and OVO-branded sneakers.
In addition to a black colorway of OVO 10s, 2 colorways of OVO x Air Jordan 12s will be releasing in 2016 as well. pic.twitter.com/yEf4HUeTLh
— Streetwear Plug (@StreetwearPlug) November 10, 2015
Earlier this year, they teamed up to release a capsule collection commemorating Drake’s upcoming Certified Lover Boy album with sweet hoodies, heart-stained socks and more.
Adding to cart: Certified Lover Boy Nike Merch https://t.co/Emy4Kp2kiN#AD pic.twitter.com/RFScdrmkah
— SNKR_TWITR (@snkr_twitr) October 26, 2020
He also took over the Nike HQ in Oregon to shoot his star-studded “Laugh Now Cry Later” video featuring Lil Durk, NBA star Kevin Durant, former NFL player Marshawn Lynch, Cleveland Browns wideout Odell Beckham Jr. and Druski. The track debuted at No. 2 on the Billboard Hot 100 and is nominated for Best Melodic Rap Performance and Best Rap Song at the 2021 Grammy Awards.
“This opportunity is something that I’ve been waiting on for a really long time,” Drake said in conclusion. “To be associated with the highest level possible — that was always my goal. We put in a lot of hard work, a lot of man and woman hours, during the last two years. To see it all coming to fruition starts an exciting new chapter in my life.”