Nike Inc. sold its digital products division to RTFKT in December 2025, approximately one year after announcing plans to shut down the business. The deal was finalized on December 16, but the identity of the buyer and financial terms have not yet been disclosed.
RTFKT is a digital fashion and collection studio specializing in NFT, 3D art, and virtual wearables. Nike acquired it in 2021. At the same time, RTFKT became a key player in developing the company’s Web3 strategy, launching virtual sneakers and avatars. In January 2025, Nike announced its closure and suspension of production. NFT.
However, in a statement, the sportswear maker said it «continues to invest in developing innovative products and technologies for physical, digital and virtual environments.»
The exit from RTFKT comes amid a sustained market downturn NFTAccording to market data, monthly sales of non-fungible tokens declined significantly in November 2025, and the decline continued in December. Over the past year, the total market capitalization NFT fell by more than 67%.
Because of this, the largest platforms have adjusted their business models. For example, OpenSea announced plans to move away from working exclusively with NFT to a broader trading model that includes tokens, collectibles, and physical goods.