Kanye West has reached enviable heights with his Adidas-backed Yeezy line, as has Michael Jordan with the Nike-sponsored Jordan brand. Now, Drake is stepping into the fold with the forthcoming launch of Nike sub-label Nocta.

“Nocta” comes from Drake’s “nocturnal creative process” and marks a new direction for Nike, who have previously only offered such high-level collaborations to prominent athletes.

“I remember watching all these athletes repping Nike — each doing the unthinkable — and how inspiring it was,” wrote Drake in a statement about the new label. “I always felt like there was an opportunity for Nike to embrace an entertainer the same way they had athletes. I thought about how crazy it would have been and what it would have meant for an artist to have a flagship Nike deal.”

As athleisure and streetwear both continue their quick ascent in the fashion sphere, it’s likely that athletic apparel brands will continue to venture outside their sporty roots. Nothing about Nocta denotes an athletic lifestyle, unlike Jordan’s brand, which was originally marketed by Jordan himself donning the now infamous sneakers on the basketball court. No, Nocta is a brand for people who are simply “on the move.”

The photos released of Nocta thus far show a swoosh-coated puffer jacket in shades of black and yellow over top a matching sweat suit. The look closely aligns with what Drake himself has been known to wear out on the street, or even in the recording booth.

“But as much as it’s about what we make, it’s also about a mindset: an unforgiving drive, a relentlessness,” wrote the rapper. “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.”

Drake has been a fiercely loyal follower of Nike throughout his career, and it appears that that devotion has paid off, as he lands an unprecedented deal with the brand. You can sign up to receive updates about the launch here.