NOCTA Theory: The inspiration behind Drake's clothing line
One of the biggest stories of the week didn’t come from SEC Media Days or Peach Jam, but in an ad campaign for Drake’s clothing line, NOCTA.
On Wednesday, NOCTA announced the release date for its new basketball collection, and in it, five-star prospect DJ Wagner was seen wearing NOCTA’s new apparel. With NOCTA being a sub-brand of Nike, Wagner’s inclusion in the promotion suggests he has partnered with NOCTA and Nike, in which case he would almost certainly be headed toward a Nike school. In Wagner’s two-school recruitment, the Nike school is Kentucky over rival Louisville and its partnership with rival Adidas.
Though Wagner denied any current NIL dealings with Nike and NOCTA, his spot in the NOCTA campaign is undeniably exciting for Big Blue Nation as Wagner narrows in on a decision.
Adding to the excitement, The Athletic’s Kyle Tucker teased a possible partnership between NOCTA and Kentucky Basketball next season. After all, the Wildcats are Drake’s college basketball team. Where else would Drake take his basketball line?
Now here’s where we go deeper.
NOCTA theory
In December of 2020, Drake announced his new collaboration with Nike, a clothing line featuring mostly cold weather apparel like puffer jackets and sweat suits, and then its first shoe, the Hot Step, earlier this year.
Drake named his Nike sub-brand NOCTA.
The name NOCTA is a direct reference to Drake’s “nocturnal creative process” and in Drake’s own words NOCTA is “characterized by the type who are on the road all day, all night.”
A celebration of nocturnal people, Drake says.
Nocturnal.
nok-tur-nl.
Adjective.
1. Of, relating to, or occurring in the night.
2. Active at night.
Awake.
To not sleep.
No sleep.
Team No Sleep.
NOCTA is No Sleep.
No Sleep wins championships.
More than a clothing line, Drake is channeling Kentucky Basketball’s championship magic from 2012 while helping in the recruitment of DJ Wagner.
It’s right in front of us.
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