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# Collaborative Rapper Sub-Labels
Drake's NOCTA Line Will be an On-Going Nike Sub-Label

By Ell Smith | Published 2020-12-04 | Pop Culture
Source: Trend Hunter, https://www.trendhunter.com/trends/drakes-nocta
References: [hypebae](https://hypebae.com/2020/12/drake-nike-nocta-brand-sub-label-launch-announcement-footwear-shoes-apparel-clothing) & [news.nike](https://news.nike.com/news/drake-nocta?cp=76060516106_aff_|9ieob0c66Uo|&ranMID=41134&ranEAID=9ieob0c66Uo&ranSiteID=9ieob0c66Uo-T2zwXdnhps2sf2qYXSq_bg)

Drake's NOCTA line is a [Nike](https://www.trendhunter.com/trends/lart-de-lautomobile-racing) sub-label, announced today by the Canadian rapper. Offering [footwear and apparel](https://www.trendhunter.com/trends/nikeskims-collection), this [collaborative line](https://www.trendhunter.com/trends/concrete-boys-air-force-1) will serve as a dual-branded and on-going collection that's sure to appeal to both fans of Drake and Nike.

The line “is about creating something for people on the move,” said Drake himself in a press release, " “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,”. Currently, the details of the line are yet to be announced but fans can expect to see items drop shortly.

Image Credit: Nike

## Trend Insights (Trend Hunter)

- Score: 3.3/10
- Popularity: 58% | Activity: 31% | Freshness: 9%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial
- Top markets: North America

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture)

## Key Themes

### Key Themes Behind This Trend

- **Collaborative Rapper Sub-labels:** Disruptive Innovation Opportunity: Brands can collaborate with popular rappers to create sub-labels, tapping into their fan base and creating unique, limited-edition collections.
- **Dual-branded Collections:** Disruptive Innovation Opportunity: Dual-branded collections can attract fans of both the artist and the brand, creating a new market segment and boosting brand loyalty.
- **Celebrity-driven Fashion Lines:** Disruptive Innovation Opportunity: Celebrity-driven fashion lines can leverage the influence and popularity of celebrities to create buzz, generate sales, and reach new audience demographics.

### Where This Applies

- **Fashion:** Disruptive Innovation Opportunity: Fashion brands can collaborate with celebrities to create unique collections that appeal to their fan base and increase brand exposure.
- **Streetwear:** Disruptive Innovation Opportunity: Streetwear brands can partner with popular rappers to create exclusive sub-labels that cater to the urban fashion market and create hype through limited availability.
- **Sportswear:** Disruptive Innovation Opportunity: Sportswear brands can collaborate with athletes or celebrities to launch sub-labels that merge performance apparel with fashion-forward designs, targeting fitness enthusiasts and style-conscious consumers.

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- [Collaborative Sportswear Collections](https://www.trendhunter.com/trends/nike-and-offwhite.md)
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