Nike quietly sold RTFKT. The digital products unit focused on NFTs and virtual sneakers. The sale took place in December 2025. According to OregonLive, the company did not share who purchased RTFKT. It also did not disclose price or deal terms. The company only said the sale took effect on December 16.
According to OregonLive, in December 2025, Nike quietly sold its digital products subsidiary, RTFKT, which it had acquired in 2021. RTFKT previously announced that it would end its Web3 services in January 2025. Nike’s Converse brand reported a 30% decline in quarterly sales in December…
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This step comes about a year later. RTFKT said it would discontinue its Web3 services in January 2025. Nike bought RTFKT in 2021 to explore NFTs. Includes virtual fashion and digital items for games and online worlds. But that plan did not last.
Why Nike parted with Web3
The sale fits into a broader shift within Nike. The company is now led by CEO Elliott Hill. Since taking charge, he has pushed Nike to focus more on sports products and core retail. The company is also working to rebuild ties with wholesale partners such as Dick’s Sporting Goods and Foot Locker. These partnerships had weakened in recent years. When Nike focused more on digital and direct sales.
RTFKT was purchased under a previous CEO. That previous strategy relied heavily on digital growth and online experimentation. Under new leadership, Nike seems less interested in running its own Web3 studio.
Digital projects have not completely disappeared
Even after selling RTFKT, Nike hasn’t completely abandoned the digital space. The company stopped creating new NFTs through RTFKT. Still, it continues some virtual projects with game makers. Nike has active partnerships with Fortnite and EA Sports. These deals focus on in-game items and virtual wearables. But they are smaller in size compared to the previous NFT schemes. This shows that the company opts for a lighter approach. It wants exposure to digital worlds. But without owning a full Web3 company.
Lawsuit and broader business pressure
The closure of RTFKT also led to legal problems. An investor filed a lawsuit against Nike. According to the claim, the company damaged the value of virtual sneakers by closing the unit. The lawsuit describes the move as a “carpet pulling.” The company asked the court to dismiss the case in December.
Yet Nike faces other challenges. The Converse brand recorded a 30% decline in quarterly sales in December 2025. This decline has raised questions about future changes within Nike’s brand portfolio. Overall, RTFKT’s quiet selling signals a clear shift. Nike is taking a step back from bold Web3 bets. The company is returning its focus to sports, retail partners and easier digital connections.