Nike has officially sold its digital products subsidiary, RTFKT, signaling the end of its Web3 services announced earlier in 2025. This strategic shift reflects Nike’s reassessment of its position in the NFT and virtual sneaker market.
What Led to the Sale?
RTFKT, acquired by Nike in 2021, was an ambitious venture into the growing world of metaverse, NFTs, and digital collectibles. Despite initial excitement, the Web3 space faced challenges with fluctuating interest and market conditions. Industry reports suggest that Nike’s decision aligns with broader strategic shifts, although the exact buyer and sale terms remain undisclosed.
A Boost for RTFKT Market Activity
Following the sale announcement, RTFKT’s market activity surged by 195%, showcasing renewed interest from collectors and traders. Additionally, the floor prices of Clone X NFTs — one of RTFKT’s premier offerings — saw significant growth. This development has given a new wave of optimism to holders and NFT enthusiasts around RTFKT’s future.
The Future of Nike in Digital Innovation
Despite stepping away from Web3 initiatives, Nike continues to innovate in digital spaces. The brand remains focused on integrating technology into customer experiences through apps, online stores, and smart product designs. This sale marks a strategic pivot rather than a complete withdrawal from the digital innovation race.
Why It Matters
As one of the world’s leading brands, Nike’s decisions in the tech and blockchain space often reflect broader industry trends and consumer sentiments. This move might signal a more cautious and calculated approach to digital assets by major corporations. If you’re a collector or NFT investor, monitoring the evolving dynamics of Web3 ventures from brands like Nike could be critical.
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