Nike officially bids farewell to NFTs: RTFKT sale completed, but digital business continues

SignatureVerifier · 2026-01-07T12:40:12+00:00

Nike's digital product subsidiary RTFKT has completed its sale, marking its farewell to NFT business and blockchain projects, reflecting Nike's strategic adjustment. Despite exiting NFTs, Nike still emphasizes continuing digital innovation in both physical and virtual realms. This move reflects a shift in the company's attitude towards NFT assets.

SignatureVerifier

2026-01-07 12:40:12

Abstract generation in progress

【Chain Wen】The sportswear giant Nike’s NFT strategy has new developments. Just recently, it was reported that its digital products subsidiary RTFKT completed a sale in mid-December. Behind this move is actually a larger strategic adjustment by Nike — the NFT division termination plan announced earlier this year is progressing as scheduled.

Last year, Nike indicated that it would completely bid farewell to NFT businesses and blockchain-related projects. Now, selling RTFKT is essentially putting that promise into action. However, Nike’s official statement is a bit interesting — although they are exiting the NFT space, they emphasize that the company is “opening a new chapter” and will continue to invest in innovative products and experiences in the physical, digital, and virtual realms.

How should this be understood? On the surface, it looks like a reduction, but the core logic might be: the NFT direction is no longer pursued, but the exploration of digital innovation and virtual experiences will not stop. It’s somewhat like saying, the technological focus has shifted, but the overall direction of digital business remains the same. Nike has not disclosed the specific buyer or price for the RTFKT sale, but this move at least reflects that after the NFT boom subsides, corporate attitudes towards such assets have significantly changed.

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BridgeJumper

· 23h ago

Ha, another big company running away from NFTs, claiming it's a "new chapter" when in fact they're just giving up. --- So Nike is basically saying: not doing NFTs anymore, but virtual stuff is still on? That logic is pretty weak. --- Selling RTFKT is just a disguised way of cutting losses. Can't they package it more nicely? --- Typical big company tactic: when NFTs cool down, they blame it on "technical adjustments." That's really ridiculous. --- Wait, so what exactly does virtual experience refer to? Are they planning to launch something new? --- It's clear now that this NFT wave was just a glamorous bubble. The giants will cut the leek and run after they've milked it. --- Nike's move this time is quite clever. Hurry up and get on board before you're caught in a trap.

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AirdropHustler

· 01-07 13:09

Haha, Nike's move is quite clever. On the surface, they are shedding the burden of NFTs, but in reality, they are making room for the true metaverse layout. RTFKT selling is not scary; the key is to see how they develop virtual experiences later. That’s the real long-term game. Let NFTs die; the next trend will be the real show. Basically, it’s just changing the facade and continuing to run. Instead of being criticized for doing NFTs, it’s better to rebrand as digital innovation. That’s the usual tactic of capital. Nike is smart. They are taking this opportunity to cut losses now; otherwise, it would be even more embarrassing if NFTs really fade out. The sooner they exit, the better. Another project on the death list. I bet five cents that the selling price during this period was seriously undervalued...

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ContractBugHunter

· 01-07 13:07

Haha, RTFKT sold, so what if it sold? NFT hasn't really done anything serious in the past two years anyway. --- It's the usual "new chapter" rhetoric. Honestly, it's just an excuse for NFT's decline. --- Nike's move here is actually strategic—digitalization ≠ NFT. Those who understand, understand. --- Wait, is this admitting NFT's failure or paving the way for the next move? I can't quite see through it. --- Virtual experiences continue to be invested in, NFT cutbacks feel like just changing the framework name to keep messing around. --- RTFKT released so many expensive shoes, but in the end, it couldn't escape this fate. Such a pity. --- I just want to know who bought RTFKT; that's the real gossip, right? --- Adjusting the technical direction = selectively forgetting, haha, that's really harsh.

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EthMaximalist

· 01-07 13:05

Ha, the typical excuse of "I haven't given up on Web3, just not playing NFTs anymore" sounds quite amusing. Basically, it's just cutting losses and switching to a different guise to continue doing digital business. RTFKT is done, but "virtual experiences" still need to be explored? That logic is flawed. Another case of Web3 disillusionment; the NFT craze is truly over. But to be fair, at least it's more honest than companies like Samsung that directly delete accounts in the metaverse.

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consensus_whisperer

· 01-07 12:54

Nike's move is quite interesting. On the surface, they are abandoning NFTs, but in reality, they are just changing their disguise to continue playing in the virtual experience space. To put it simply, they still want to get a piece of the cake.

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MetaReckt

· 01-07 12:51

Another big company dismisses NFTs. Honestly, it's just that this wave has lost its momentum. --- Nike's move is pretty clever—dropping NFTs but keeping the "digital innovation" angle. Just listen to this rhetoric and you know they still want to keep cutting the leeks. --- What does it matter if RTFKT sells? The key is, when will they realize that virtual experiences just can't be played out? --- "Start a new chapter"? I just want to ask what technology this new chapter is based on. In the end, it still comes down to blockchain. --- It's hilarious. Whether NFTs die has nothing to do with us. The real issue is how miserable those who bought RTFKT shoes must feel right now. --- Looking at Nike's sale, it feels like the entire Web3 brand landscape is about to be reshuffled. This is just the beginning.

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