Drake Taps Latto and Sha’Carri Richardson to Star in His Nike Nocta Ads Featuring a Mini Market and Nail Salon
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Nike has enlisted Sha’Carri Richardson and Latto to promote its latest NOCTA line. The pair act as the proprietors of a fictional “Big Mama’s Mini Market” and “Mama’s Salon” in a set of pastel-colored spots to ultimately sell pastel colored Air Force 1 sneakers as well as fleece hoodies, pants and crew neck shirts.
The market is your “one stop shop for everything you need” according to the ad. It sells everything from candy painted rims to Latto tickets, blue soda and fresh towels. “Come on over here to Big Mama’s,” the rapper says. “I’ma treat you with that southern hospitality baby.”
In another ad she shows off postcards, mouthwash and more claiming that the space is always open. In addition Latto in the market, Richardson is the “fastest nail tech in town” next door at the salon.
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At the salon, Richardson shows just how fast she is, doing the nails of seven clients in quick succession.
The story was materialized in actuality this weekend in Miami during Art Basel this weekend. There, a NOCTA pop up sold branded merchandise.
NOCTA is a sub-label created by Drake in 2020. It is a nod to the singer’s nocturnal creative process. “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,” he said at the time. “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.”
Richardson is a face of Nike though the details of that sponsorship have not been made public.
