After teasing the partnership in his “Laugh Now, Cry Later” music video back in August, Drake’s NOCTA sub-label collaboration with Nike has been officially announced today. With the epic music video shot at the Nike WHQ, it was clear something huge was coming from these two pop culture powerhouses, but what can we expect from this exciting collab?

The NOCTA moniker is a not-so-subtle nod to Drake’s nocturnal creative processes, and the label will look to capitalise on the 6God singer’s artistic flair by producing a collection of eye-catching clothing. The first release will include an eye-catching bubble jacket with matching winter apparel, and there are also plans in the pipeline to release a line of footwear sometime next year.

Speaking about the sub-label collaboration, Drake gushed about the partnership, describing it as a dream come to true work alongside the sportswear brand he’s admired since being a youngster growing up in Toronto, Canada.

“This moment is full circle for me,” the rapper told Nike’s website. “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.”

Although the initial NOCTA release features only clothing, in 2021 we should start to see some footwear from the sub-label, although at the minute it’s unclear exactly when that’ll be. Looks like you sneakerheads will just have to be patient, but remember the old saying ‘good things come to those who wait!’

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