Nike reportedly sold its digital products unit RTFKT in December 2025, with the deal taking effect on December 16. The buyer and financial terms have not been disclosed. Nike had acquired RTFKT in 2021 as part of its push into digital sales and virtual products, but RTFKT had signaled it would wind down Web3 services in January 2025. The exit follows Nike’s broader pivot back to core sports products and raises questions about the fate of other digital initiatives within the portfolio.
The NFT market backdrop has grown increasingly challenging: monthly NFT sales stood at about $320 million in November 2025 and declined further in December, while the overall market cap hovered around $2.78 billion, down more than 67% in the past year. OpenSea led NFT trading earlier in 2025, but its CEO said in October the platform would pivot toward a broader trading model spanning tokens, collectibles, and physical goods. Other platforms like X2Y2 and Rarible also retooled in 2025, reflecting a broader market rethink and volatility.
Nike’s exit from RTFKT underscores a broader industry push to reassess speculative digital bets as brands return to established product lines. The move arrives amid leadership changes at Nike and ongoing scrutiny of its digital portfolio, including the Converse unit. The decision signals a recalibration of Nike’s digital bets in the face of a challenging NFT cycle.
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