News

Nike Sells RTFKT as the NFT Dream Deflates

Nike has quietly sold its digital products subsidiary RTFKT, closing a short but closely watched chapter in big‑brand experiments with NFTs and virtual sneakers.

Nike Sells RTFKT as the NFT Dream Deflates in 2025
News

Nike Sells RTFKT as the NFT Dream Deflates

Nike has quietly sold its digital products subsidiary RTFKT, closing a short but closely watched chapter in big‑brand experiments with NFTs and virtual sneakers. The move signals Nike’s renewed focus on its core athletic business just as the broader Web3 and digital collectibles market continues to cool.​

RetailBoss

RetailBoss is an independent global news publication and business insights platform built for executives, founders, operators, analysts, marketers, investors, and brand leaders. Our reporting covers the retail shifts across luxury, fashion, beauty, technology and marketing strategy.

Since
2011
Audience
50 Million+
Coverage
Global Markets
Our editorial stance

We prioritize news value, evidence, attribution, and practical relevance to retail decision-makers. Sponsored work is identified, and editorial coverage is kept distinct from commercial partnerships.

More from News

Recommended Articles

RetailBoss Daily

Stay ahead of the next retail move.

Essential retail news, brand moves, consumer shifts, and market signals backed by RETAILBOSS insights, data and analysis.

  • Free daily briefing
  • Editor-selected
  • Unsubscribe anytime

Explore our retail newsletters and read sample editions

RETAILBOSS DISCOVERY

What are you looking for?

Search the stories, companies and ideas shaping retail.

Start exploring

Esc to close · Tab to navigateOpen full results