First bread crumb of Drake x Nike in “Laugh Now, Cry Later” video with views of 18 million views within first week
Nocta 2020 Launch
First time collaboration between Drake and Nike resulted in a sub-brand, Nocta. Inspired by Drake’s nocturnal lifestyle. Partnering with one of the biggest global artist to spread marketing breadcrumbs prior to the product launch included a video shoot at Nike World Headquarters during the COVID-19 quarantine.
Takeover of Drake’s hometown of Toronto, Canada
“Laugh Now Cry Later” video shot at Nike World Headquarters
NOCTA launch at Super Bowl LVI