Kiev. Ukraine. Ukraine Gate – January 4, 2021 – Art & Celebrities
Canadian rapper Drake, who has collaborated with Jordan since 2013, has taken his relationship with Nike to the next level with the launch of a new subsidiary label called Nocta.
Named after Drake’s so-called “nocturnal creative process”, Nocta is an unprecedented partnership for Nike. The sportswear giant gave Drake, who is not one of the elite athletes with whom Nike often collaborates, with something similar to the MJ Jordan brand: his own label with his own name and other honors. “I always felt like Nike had the opportunity to embrace the artist as well as the athletes,” he wrote of the collection on Nike’s website. “I thought about how crazy it would be and what it would mean for an artist to have a flagship deal with Nike.”
Throughout his career, Drake has been almost obsessively devoted to Nike. “I’ve been waiting for this opportunity for a very long time,” Drake writes. The inspiration for the first Nocta collection was the musician’s personal style: jackets, suits from Nike Tech Fleece, gloves, hats. “Nocta is designed for people on the move. People who want functional, comfortable clothing that can be adapted from one occasion to the next, says Drake. “It’s for those who are constantly trying to achieve their goals and don’t take labels into account.”
Nike is selective about partnering with artists. At Travis Scott regularly published his collaboration with the brand as well as Nike released merch for Kendrick Lamar, but in recent years, prefers to work with the designers, not the actors.
