Nike consolidates its partnership with rapper and record producer Drake: it will launch on December 18th a real sub-label on the Nocta market that anticipates Certified Lover Boy, the new record of the Toronto singer, by a few weeks. The move, explains Modaes, could replicate what happened with the Jordan brand, but this time focusing on an artist from the music industry. The strategy is not far from what Adidas did with Kanye West’s Yeezy line. Nocta is a play on words linked to the artist’s habit of writing his tracks at night
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