Drake first previews Nocta Hot Step, the first signature sneakers of his own Nike sub-linein his Music Video “Laugh Now, Cry Later” back in August 2020. Looking back, the overall mood at the end of that year turned out to be even more cry now, cry later, and so is Hot Step’s implementation case. From the outset, its bulky design and thick sole drew poor comparisons with the K-Swiss and Fila Disruptors midsoles. Fans have clearly shown their ad fatigue on Nike and Drizzy’s respective comment sections whenever @champagnepapi introduces a new colorway on Instagram, even if the shoe doesn’t materialize. real on the market. But now, nearly 18 months later, he can finally get that laugh: Nike announced that Hot Step will be phased out on March 3.
First, a little bit of Drake’s history with Nike. He first signed with Jordan Brand in 2013, releasing a handful of Jordans in collaboration with his own OVO brand, which has kept a steady pace in the resale market. There have been rumors about the leaping partnership with Adidas in 2018, but in our post“The Story of Addon” world, Drizzy has made it clear that he is seriously testing stripes. The aforementioned “Laugh Now, Cry Later” video, was shot inside Nike’s massive headquarters in Beaverton, Oregon, except for the relatively quiet Nocta Official launch in December 2020. (Brand named for Drake’s declare “Nocturnal Creation.”) So far, except some very Drakecore merchandise give Certified Lover implementation, Nocta’s output focuses on (one might say atypical) minimal tech, including a sleek golf collection last fall.
Fans have been waiting for the Hot Step, a sneaker that becomes the crown jewel in any venerable sportswear collaboration. While every industry has gone through countless hardships over the past 18 months, sneakerheads have little patience for the introduction of slogans that often feel like a long line of Instagram links leading nowhere; on Nocta latest promotional postone fan joked that its release date would be “February 30 mark your calendar!!!”
Then, all of a sudden, we have a bunch of shoe-related news. More clues appeared last week when Drake and company to Super Bowl LVI matching wolf gray Nocta sweets, which the man himself wore with a pair in Triple White tones, like the “Laugh Now, Cry Later” video. Last Wednesday, the rapper posted a 27 second clip, filmed in Jamaica and starring dancehall stars Popcaan and Skillibeng, of a motorcade going around full of Nocta gear, including a close-up shot of Triple Black Hot Step. Brand account Nike commented “Better late than never 😅” on Drake’s post, predicting that the end is imminent.
(Strangely enough, founder of 1017 ALYX 9SM, creative director of Givenchy, and friend of Drake Matthew Williams also commented on a speaker emoji, “🔊,” although there was no executive word on whether he was involved in the creative process. Williams is already a Nike collaboratorit should also be noted.)
The Hot Step, Nike details in its announcement, featuring premium pebbled leather, 3M accents, and G-Tek traction, and will be available in Triple White and Triple Black. (Elsewhere on the internet, sneakers aficionados hope they’ll be available in other colorways Drake previewed on the ‘gram, including black/yellow gold and snakeskin.) the shoe that Nike released. was first released in 1997 ( as the brand indicates on their website, which was also the same launch year for blockbusters like Air Max 97 and Air Foamposite One, which could be interpreted as cutting down on Air Terra’s legacy). In turn, this sneaker has been called the Hot Step Air Terra throughout its introduction, though now Nike has clarified that its name is simply the Nocta Hot Step.
Next Thursday, Nocta Hot Steps will be available on Nocta’s website and at select retailers. listed on Nike’s SNKRS platformwhere they’ll retail for $180. In the meantime, you can power yourself up by DJ Khaled’s Empathetic Endorsement.