Nike has quietly sold its digital fashion and NFT unit RTFKT as the NFT market continues to weaken.
The sale took place in December 2025, according to industry reports. Nike did not reveal who bought RTFKT or the deal value.
Nike bought RTFKT in 2021 during the NFT boom. Last year, the company said it would shut down RTFKT’s Web3 services and pause NFT releases.
The move comes as Nike refocuses on its core business under CEO Elliott Hill. The company is putting more attention on sportswear, footwear, and retail partners.
Nike is also facing pressure elsewhere. Its Converse brand reported about a 30% drop in sales in late 2025, raising concerns about future changes.
The broader NFT market has fallen more than 67% in value over the past year. Several NFT platforms and events have shut down or changed direction.
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