TAKE A LOOK AT NIKE & DRAKE’S NEW RANGE THE BLUP

Nike and Drake have officially announced their line NOCTA. The name has been inspired by Drake’s nocturnal creative process and the street style of Toronto, London and Paris. The Canadian rapper wrote an essay defining the label’s name, saying he grew up admiring Nike athletes and hopes NOCTA to serve as a ‘uniform’. See the full essay below.

The collab has been teased to us, with only a couple of images of the collection being revealed. What we have seen so far though we love, including tonal puffer jackets and sweatsuits in yellow or black. The yellow jacks include “NOCTA” in black font across the right chest and a black “CL” on the back.

TAKE A LOOK AT NIKE & DRAKE’S NEW RANGE THE BLUP

This isn’t the first time the pair have come together. Drake signed to the Jordan Brand back in 2013 and created the Air Jordan 10s and 12s. It’s been rumoured that a partnership for OVO Air Force 1 will be dropping in 2021, but in the meantime we have NOCTA to sport.

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.

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.

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.

That mindset also includes loyalty and team. Whether you are in Toronto, London or Paris, there’s this uniform look — Nike Tech Fleece, the gloves, the hat — and it has a real team feel. I wanted to take a piece of that culture that I grew up with, that school of thought, and bring the best to it. With NOCTA, we were trying to make the hardest jacket, the hardest tracksuit, the hardest gloves. Just the best of that world.

This opportunity is something that I’ve been waiting on for a really long time. 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.

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