The musician’s high-performance workout gear is fairly minimalist in design, black in colour and functional in approach and includes shorts, jerseys and headbands (with engineered-knit jerseys, single-leg compression tights and branded basketball, plus accessories such as arm sleeves and headbands).
The promotional campaign reflects the design approach with product-led creative focusing on young hoops stars and their passion for the game. It features high school basketball standout DJ Wagner who signed a NIL (name, Image and Likeness) student athlete compensation deal in July to become NOCTA’s first official athlete endorser.
17-year-old Dajuan Marquett Wagner Jr plays for Camden High School in Camden (New Jersey) is the No1 ranked US high school hoops prospect in the class of 2023. He is the son of a former NBA player Dajuan Wagner and the grandson of Louisville legend and NBA icon ‘Ice Man’ Milt Wagner.
Teased on 22 July and released on 27 July and accompanied by Nike’s signature tick, the campaign is built on the slogan ‘Sometimes You, Sometimes Me, Always Us’ and seeks to drive viewers online to the digital purchasing platforms. The collection is available from NOCTA and Nike websites and prices stretch between $12 and $120.
— NOCTA (@OfficialNocta) July 27, 2022
— Modern Notoriety (@ModernNotoriety) July 20, 2022
Nike’s new collection collaboration with Drake continues the sportswear behemoth’s concrete commitment to remaining culturally relevant through in-depth celebrity endorser alliances: a strategy which began in earnest in the early 1980s with an ambassador deal with the young Michael Jordan that turned in to the Jumpman 23, Jordan Brand commercial phenomena.