Musica e streetwear: alla scoperta di Nocta, collaborazione tra Nike e Drake
Originally unveiled in 2021, Nocta—Drake’s dedicated division at Nike—has evolved into a standout presence within the Oregon-based sportswear giant. Although Nike previously collaborated with numerous global music icons—Kendrick Lamar, Travis Scott, and Skepta among them—few partnerships have captured public attention as intensely as this venture with the Canadian rapper.
Nocta’s name is inspired by Drake’s nocturnal creative habits and pays homage to the streetwear aesthetics of Toronto, London, and Paris. Designed for those constantly on the move—individuals who put in late nights and early mornings—Nocta focuses on providing functional yet stylish pieces that seamlessly blend performance and comfort. Drake often cites his youthful devotion to Nike, remembering the brand’s trainers and legendary athletes as integral parts of his upbringing.
When he signed with Nike’s Jordan Brand back in 2013, Drake already had ambitious plans for a collaboration that would one day position an entertainer alongside athletic greats. This vision materialised through Nocta’s signature releases, which include premium puffer jackets, streamlined tracksuits, and modern accessories. Drake has described the creative process as striving for the “best” and “hardest” versions of streetwear staples, reflecting the grit and determination of those who share his round-the-clock mindset.
Nike’s roots date back to 1964, when it was founded as Blue Ribbon Sports by Bill Bowerman and Phil Knight, before adopting its iconic name in 1971. Over the decades, the brand has consistently partnered with high-profile figures. However, Drake’s Nocta stands out for its seamless integration of music culture, global streetwear trends, and Nike’s established heritage. Since August 2020, when Drake teased fresh Nike collaborations in his “Laugh Now Cry Later” music video (filmed at Nike’s headquarters), fans have kept a close watch on his next moves. In October 2020, the Canadian rapper dropped the “Certified Lover Boy” capsule, which sold out swiftly and signalled an even stronger bond with the Swoosh.
Fast-forward to December 2024, and Nocta continues to capture the imagination of both die-hard sneakerheads and casual followers of Drake’s music. Limited-edition drops have been met with feverish anticipation, highlighting the rapper’s knack for creating hype around each release. Today, Nocta exemplifies the synergy between a prominent musician’s creativity and Nike’s storied legacy—demonstrating that the sportswear brand’s embrace of entertainers can be as dynamic as its longstanding devotion to athletes.