NOCTA - Will the NOCTA sunset puffer replace our beloved Northface Down and Moncler Lannic?
From Nike News- 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.
This moment is full circle for me.
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.
NOCTA is a realization of all these thoughts and everything I had hoped for — from the culture it’s rooted in to the product and, most important, to the partnership and scale that allows me to share it with the world.
NOCTA is about creating something for people on the move. People who want functional, comfortable fits that are adaptable from one environment to the next.
But as much as it’s about what we make, it’s also about a mindset: an unforgiving drive, a relentlessness. Characterized by the type who are on the road all day, all night — the grinders, the hard workers — trying to accomplish their goals and taking no short cuts.
That mindset also includes loyalty and team. Whether you are in Toronto, London or Paris, there's this uniform look — Nike Tech Fleece, the gloves, the hat — and it has a real team feel. I wanted to take a piece of that culture that I grew up with, that school of thought, and bring the best to it. With NOCTA, we were trying to make the hardest jacket, the hardest tracksuit, the hardest gloves. Just the best of that world. Full article is available on Nike News. 
#chefskiss #itsthearmsforme 😁 Papa bear in the gym keeping his NFL style body on point. #loveyourself #itsthebeardandbackandbooty for me toooo. 🤍 OVO Roxx, owner of push pounds, is his trainer. If you know you know. If you don't... TAYsearch it 🔎
Comments
Norma J
December 30 2020
It’s cute how you call Aubrey papa bear and Adonis baby bear 🤍
Ebony
December 30 2020
Tay is a great person with a lot of privilege and access. That is her life. That has and will always be her life. Plus she is mixed race so her access is even wider. She is down to earth but she is on a higher playing field than 99% of us. She just down plays it. Most of us can’t afford to twirl around and do whatever we want whenever we want, but Tay can and this is why we all live vicariously through her. 🤗
Flaura
December 23 2020
Tay! I saw the Dolce & Gabbana x SMEG Majolica collab and thought of you!!!! That would go perfect in Nantucket, no? I am going to start a chat about it in tayemail. If anyone wants to join I will start it at 4pm est.
Mandy
December 23 2020
Tay now that is some rich shit! Lol. An ice skating rink in your suite? Must be nice 😜
Xeu
December 23 2020
@Alex Good break down. A friend and I were just talking about this. Taysha comes up with mind blowing 🤯 btoc solutions that you don’t understand right off the bat. Add that to what is already built and it’s like printing money for her. Her being known is more like inspirational which is also a form of vanity. I personally would not bother with the vanity. But Tay is more of a human services humanity type person. I respect it but it’s not a stress I would take on if I was in her shoes. People are ignorant and ungrateful, so why bother haha. I guess it is different for people that grew up privileged like Tay. Her mindset is different from ours. Different in a rare good way. She low key an angel if you study all the science and maths.
Alex
December 23 2020
@Xeu exactly 💯. In essence Tays family makes money from ALL enterprise search engines because of the patents they own. They started out as btob and moved into btoc in the early 90’s. When Tay said she don’t compete she compliments and or complements she was telling the truth. People try to discredit because they don’t understand home telecom and tech work. Tay herself is vague and does not explain anything besides what she is working on in the present. So yeah she is working on being a leader brand in the btoc search space but if you think about it she already is. Tayserch as she presents it to lay people (this store, the nails, the website, and the email) is just vanity at this point. Lucrative vanity, but still vanity compared to what they really own and control. When you own and control at the transport layer and core you are invisible but the very wealthy. Btob was big in the 80’s 90’s. Now it’s all about btoc. Will she be able to dominate in the btoc space like they already do in the btob 🤔. Only time will tell. Tay Tay is brilliant when it comes to btoc. My bet is yes.
Yvette
December 22 2020
Drake is handsome. 🤗 I like him for Tay. Adonis is so cute with his daddy’s durag on.
Celeste
December 22 2020
Only Tay would stock a brand called ballsy with a shampoo for men called good head 😝. You know I ordered the collection for my hubby with the quickness.
Krys
December 22 2020
@Stacy right lolol. She not going to talk bad about you or wish bad pun you, but you can’t even breathe her way once it’s done. 🥴. That shit gotta hurt. Niggas can front like it don’t hurt all they want. But being cut off from someone who was nothing but kind and loving towards you when nobody else was hurts like hell. Her high school sweetheart is married with three kids and he still would run back if she called him. She would never but he would come flying.🤣
Stacy
December 22 2020
@Gweene Tay ignores people like no other. 🤧She is not the type that you can go back and forth with. Once you leave, that’s it. She might reach out if you have something of hers, but she won’t reach out for the connection. She just wants her stuff back. Lolol. I grew up with her. She had one long-term relationship from 94-2009, and she did not go backwards with him, so you know she is not going backwards with no fraud lying nigga that wasn’t even her nigga. Tay is sweet and free spirited, so people think they can play with her until she cut them off for life. A clean cut 2 hahaha. After that cut there is nothing you can say or do to get her back. I have seen her cut friends, family, and her old niggas, clean out her life like they never existed. 😄🤣. She is really good at cutting cords. What’s crazy is she is the most not judgemental person I know. All you have to do is be real with her. If she loves you she will rock with you through everything. Like someone said before, her honesty and humility scare people. For someone to have so much she does not act like it at all. Most people with her access would be obnoxious and pretentious.
Shelly
December 22 2020
@Bernadette True 😎
Bernadette
December 22 2020
Aubrey + Tay = beautiful children 😍 ❤
Xeu
December 21 2020
Is that why Elon was acting like a fool on the Joe Rogan show? Smoking weed, trying to look cool 🤦🏻♂️. Tesla stock dropped 9%
Heather P
December 21 2020
@Michelle Tay does play a lot but she seriously likes Aubrey. She would not post him so much if she didn’t. Taysha ignores everybody, so when she starts posting someone multiple times that means she loves them. That is how she flirts and shows love. 😍😍
Jenes
December 21 2020
@Kathy Tay was never dating Elon. They know each other from business. Elon is not her type. He was in love though haha. Tay is a beautiful fiery woman but very sweet and mysterious. Men like Elon love that. She supports what Elon has created, that’s why she was at the neurolink meeting. And they also share the same law firm,but that is as far as that goes. I know for a fact that Tay likes Aubrey. I am team AubTay all day.
Amanda
December 20 2020
@Landon if you are in NYC or Honolulu they ship same day. Depending on what you order you can get your order the same day you order it. 🥳
Amanda
December 20 2020
NOCTA is a sub-label with Nike? That’s big!! 🤩 Merry Christmas Tay.
Landon
December 20 2020
How do you guys ship so fast? 🤔I ordered Thursday morning and my order arrived Friday afternoon. Less than 24hours???
Xeu
December 20 2020
Tay your business acumen and timing is spectacular. Pandemic has hit cosmetic sales hard, with dramatic shift away from makeup and towards skincare. You are all about skincare and selfcare. Natural but beautiful is your image to the core. How do you always know where the puck is going to land?
Warren
December 20 2020
The NOCTA line looks really good 👍
Comments
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