By now you might have seen the news of Drake and Nike launching a new sub-label called NOCTA, which is said to be “a nod to the artist’s nocturnal creative process”. Now just before the first NOCTA release, Drake shared his thoughts on the spirit of the project on the Nike news site which found him talking about growing up with Nike and pretty much unfolding the NOCTA ethos.
“This moment is full circle for me. I mean, growing up Nike was everything. 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.” – Drake
“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.”
“NOCTA is a realization of all these thoughts and everything I had hoped for — from the culture it’s rooted in to the product and, most important, to the partnership and scale that allows me to share it with the world. NOCTA is about creating something for people on the move. People who want functional, comfortable fits that are adaptable from one environment to the next.”
“But as much as it’s about what we make, it’s also about a mindset: an unforgiving drive, a relentlessness. Characterized by the type who are on the road all day, all night — the grinders, the hard workers — trying to accomplish their goals and taking no short cuts.”