The Rap game is continuously growing and flourishing, with rappers trying to innovate and strike new deals with major brands. Rappers don't just compete for chart-topping albums and hit songs anymore, and now it's a competition to collect the very best of brand deals.
Currently, Drake happens to be the leader in these deals with his partnership with Nike. The "Checks Over Stripes" God has his affiliation to the brand going back to 2013. He also recently shot the music video for his lead single "Laugh Now, Cry Later" for his highly anticipated album Certified Lover Boy over at Nike World Headquarters.
Drake has cemented his association with the brand even further by releasing a new sub-label named NOCTA. The sub-label will mainly consist of collaborative footwear pieces and apparel. The label draws its name from Drizzy's nocturnal creative process. He describes it as a "collection for the creative," with the garments taking close inspiration from sports individuals on the go.
"It is about creating something for people on the move, 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," Drake shared in a note he wrote for the collection on Nike's Website.
The NOCTA uniform does yield a sporty look, as was seen in the photos released. The apparel consists of a puffer jacket, hoodie, socks, adjustable caps, and fleece pants. These garments feature both cosmetic and traditional looks known from the brand that encapsulate the refined NOCTA details and the classic Swoosh. The much-hyped second collection of the label is all set to release on February 23, 2021, on Nike's and NOCTA's website. The prices are still left to be revealed as of yet.
For more on fashion news and trends, take a look at the new CLOT x POLO Ralph Lauren capsule.