RTFKT is pronounced “Artifact.” It was purchased under former CEO John Donahoe to expand Nike’s digital and direct-to-consumer offerings.
The company gained attention for producing RTFKT NFTs, digital collectibles tied to virtual sneakers.
Nike Sells RTFKT in Strategic Refocus
Nike’s sale of RTFKT, effective December 16, comes roughly a year after the subsidiary was shuttered. This marks a notable pivot under second-year CEO Elliott Hill. Hill is refocusing the company on its core sports business and rebuilding relationships with wholesale partners such as Dick’s Sporting Goods and Foot Locker.
A new future awaits 🗿 pic.twitter.com/GliZImvX8v
— Zaptio RTFKT (@Zaptio) January 7, 2026
Nike described the sale as “launching a new chapter for the company and its community”. This emphasize that innovation in physical, digital, and virtual products remains a priority. Terms of the sale, including the buyer, were not disclosed. The move reflects a broader trend in the fashion and tech industries. Here, companies are reassessing digital assets and NFTs after early experimentation and volatility.
Dec 2021: Nike acquires RTFKT, marking the start of the top of NFTs
Dec 2025: Nike sells RTFKT, marking the end of the bottom of NFTs
4-year cycle for NFTs confirmed. NFTs might actually be back 😤 pic.twitter.com/8bUCKpr2r0
— JBond (@jbondwagon) January 7, 2026
Collaborations with video game companies show RTFKT’s real-world impact. Even as Nike paused NFT production, partnerships continued for in-game wearables. This will allow players to outfit avatars with digital sneakers, blending gaming and fashion in a new revenue stream.
Context and Industry Trends
The RTFKT sale also arrives amid ongoing speculation about Nike’s Converse brand. In December, Converse reported a 30% drop in quarterly sales. Prompting analysts at BNP Paribas to wonder whether Nike might divest the brand in the near future. For Nike, these strategic moves highlight a balancing act. Staying innovative in digital and virtual markets while strengthening its sportswear roots and traditional retail partnerships.
The story of RTFKT and Clone X, Nike’s NFT sneaker empire.
January 2020: the founding
– Benoit Pagotto, Chris Le, Steven Vasilev launch RTFKT
– Focus on virtual sneakers, collectibles as NFTs
– Blend gaming, luxury, streetwear culture
– Early drops include Augmented Reality… pic.twitter.com/L3O2I0eEx7— Jade 💋 (@jade_defi) January 7, 2026
Investors and industry watchers should note that Nike’s approach signals caution but not retreat from digital innovation. Nike sold RTFKT in a controlled way. It continues partnerships for virtual products, preserving its stake in digital culture without overextending resources.
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