Drake Unpacks the NOCTA Ethos
Following his “Laugh Now Cry Later” video, shot on location at Nike WHQ, and the release of the "Certified Lover Boy" album merchandise capsule, Drake and Nike launch a new sub-label, NOCTA (a nod to the artist’s nocturnal creative process). Ahead of the first NOCTA release, Drake shares his thoughts on the spirit of the project. Drake NOCTA 4 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. Drake NOCTA 0 NOCTA is a realization of all these thoughts and everythin...