Nike’s NFT experiment has officially come to an end, with the footwear giant selling its digital collectibles studio RTFKT to an undisclosed buyer.
The transaction, which reportedly took place on Dec. 16 2025, was first reported by The Oregonian. Nike did not reveal the terms of the sale or the buyer, but said the sale marks a “new chapter for the company and its community.”
This story is an excerpt from the Unchained Daily newsletter.
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Nike acquired RTFKT in 2021 at the height of the NFT boom, positioning the studio as a cornerstone of its push into Web3, digital fashion, and virtual collectibles.
Since then, sales across the NFT sector have significantly declined. In March 2025, RTFKT NFT holders filed a class action lawsuit against Nike, alleging that Nike’s shutdown of RTFKT in December 2024 destroyed the value of the digital assets it once promoted.
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