Nike withdraws from NFT layout! Quietly sells RTFKT equity, revealing a shift in the brand's Web3 strategy

Nike quietly sells RTFKT, symbolizing the brand’s official exit from NFT business, reflecting market downturn and increased litigation risks. Large corporations’ Web3 strategies are returning to core and practical focus.

From NFT star to low-key exit, Nike quietly sells RTFKT

Sports giant Nike recently revealed that it completed the sale of its NFT and digital products subsidiary RTFKT in mid-December 2025.

The news was first reported by the U.S. local media Oregonlive, and Nike later confirmed the transaction with a brief statement, stating that it was “opening a new chapter for RTFKT and its community,” but did not disclose the buyer’s identity or transaction details. Notably, this sale occurred about one year after Nike announced the closure of RTFKT operations at the end of 2024, indicating that the brand has effectively completed its exit from the NFT business.

Further reading
CloneX plummeted 40%! NIKE’s RTFKT ceases operations, why did the former blue-chip fall?

RTFKT was once the core asset of Nike’s Web3 ambitions. The studio was known for virtual sneakers, digital wearables, and collaborations with artists. During the peak of the NFT market, several products sold for thousands of dollars each. However, as market enthusiasm waned, trading volume declined, and the overall crypto market entered a correction phase, RTFKT’s exposure and commercial influence significantly diminished. Nike’s choice to “sell quietly” rather than restart operations is interpreted by outsiders as a reassessment of the NFT business outlook.

NFT market freezes, corporate Web3 experiments collectively cool down

Nike’s handling of RTFKT is not an isolated event but a microcosm of the cooling trend in the entire NFT industry. Since its peak in 2021, NFT trading volume and market cap have continued to decline, with the overall market size shrinking significantly by 2025. Some active platforms have shut down or transformed, and flagship industry events have been canceled, indicating a clear retreat from speculative demand.

Against this backdrop, brands have become increasingly cautious about NFTs. Early narratives emphasizing “digital scarcity” and resale value have become unsustainable for long-term operations. Companies are re-evaluating the actual benefits of Web3 projects. For Nike, although RTFKT once generated considerable revenue and buzz, it also carried high volatility risks and legal controversies. In early 2025, U.S. investors filed a class-action lawsuit against Nike after RTFKT’s closure caused NFT values to plummet, seeking over $5 million in damages, claiming that brand endorsement was a key confidence factor for investors. Such risks further diminish the incentive for large consumer brands to continue betting on NFTs.

Further reading
Nike pays back! RTFKT, Nike’s NFT brand, shuts down amid lawsuits, investors seek to recover five million dollars

Return to core business, Nike’s Web3 shift towards a lighter approach

The sale of RTFKT is also seen as part of Nike’s new CEO Elliott Hill’s strategic adjustment. Since taking over in 2024, Hill has clearly refocused on core sports products and physical retail channels, aiming to repair wholesale partnerships and enhance the core brand’s competitiveness. Under this operational direction, highly experimental NFT projects with limited connection to physical sales are naturally no longer a priority.

However, this does not mean Nike is abandoning digital layout entirely. The official stance emphasizes continued investment in “digital and virtual experiences,” but the approach is shifting towards channels closer to mainstream consumers, such as collaborations with gaming platforms and strengthening digital membership services, rather than operating NFT studios independently.

Market observers believe Nike’s shift reflects a new consensus among large brands regarding Web3: blockchain and digital assets still hold application potential, but must serve existing products and user experiences rather than becoming an independent, speculation-driven business line. The sale of RTFKT is a symbolic step in this strategic reassessment.

This article is compiled by Crypto Agent from various sources, reviewed and edited by Crypto City. It is still in training phase and may contain logical biases or informational errors. Content is for reference only and should not be considered investment advice.