Haciyev Reşit 
Nike put NFT and digital sneaker company RTFKT, which it acquired in 2021, up for sale in December. The company had made a strong entry into this space by recognizing RTFKT’s rapid growth potential in digital collectibles and NFT-focused projects. However, the general downturn and high volatility in the NFT market led Nike to reassess its strategic plans for this division.
RTFKT’s History and NFT Success
Founded in 2020, RTFKT quickly gained attention with its NFT and digital sneaker projects. During the 2021–2022 NFT bull market, RTFKT’s NFTs generated approximately $1 billion in total trading volume. Mint prices were typically around 1–2 ETH, while rare pieces sold for 20–50 ETH or more. This positioned RTFKT as a major player in digital fashion and NFT collecting. Nike acquired RTFKT in 2021 under then-CEO John Donahoe, who focused heavily on direct-to-consumer and digital sales. RTFKT’s NFT and virtual product initiatives played a key role in strengthening Nike’s digital ecosystem.
The Sale of RTFKT and Nike’s Strategic Decisions
The sale, which took place in December, was carried out quietly during a period when Nike referred to the RTFKT unit as “Artifact.” Alongside the sale, the company stated that it was “opening a new chapter for the company and its community” and emphasized that it would continue investing in innovative products across physical, digital, and virtual environments. Volatility in the NFT market was a key factor behind Nike’s decision to reassess its RTFKT strategy.
The sale is also seen as part of Nike CEO Elliott Hill’s broader strategy to refocus the company on sports and strengthen wholesale partnerships. The timing of the RTFKT sale coincided with quarterly sales declines at Nike’s Converse brand, leading analysts such as BNP Paribas to question whether the brand itself might be put up for sale.
RTFKT and Virtual Sneakers
A Nike RTFKT sneaker was featured in a 2024 sneaker exhibition at the Portland Art Museum. The exhibition, titled “The Future Is Now: From Virtual Sneakers to Cutting-Edge Kicks,” was jointly organized by the American Federation of Arts and the Bata Shoe Museum. This highlighted the impact Nike and RTFKT had in digital collectibles and virtual fashion. Nike also announced its latest collaboration with Fortnite in late 2024 and had previously partnered with EA Sports in 2023 to develop in-game virtual products.
The Nike–RTFKT case illustrates how rapid growth in NFTs and digital collectibles, market volatility, and corporate strategies intersect. While RTFKT’s NFTs leave a lasting legacy in digital fashion and collecting, Nike’s decision to sell reflects a clear shift toward restructuring its digital investments and refocusing on its core sports strategy.