In the wake of the launch of Drake's music video, Laugh Now Cry Later, which was shot at Nike HQ earlier this year, and the drop of Drake's Certified Lover Boy Nike merch in October, Nike and Drake have announced another exciting collab, namely the launch of a new sub-label, NOCTA.
The name NOCTA refers to Drake's nocturnal creative process, a process we all know has seen the ultra-talented Aubrey Drake Graham soar to success as the famed rapper/ singer/ songwriter/ actor/ entrepreneur, Drake.
Drake explains how Nike was so GOAT when he was growing up that everything he owned or looked up was related to the brand - from the shoes he wore and wanted, to the unstoppable athletes he admired to be like. Thus, to be able to collaborate with Nike as an entertainer is a dream come true.
NOCTA is a range that has been designed for people on the move. People who want functional, but comfortable fits that are able to adapt from one context to the next. In addition to this, the mindset that underlies everything is just as important - the relentless, persistent drive to get to where you want to be and achieve what you have set out to achieve no matter what.
It just shows what can be done when you put in the hard work.