Isabella García
Nike has reportedly sold its stake in NFT-focused platform RTFKT, marking a significant shift in the company’s approach to digital collectibles. According to multiple reports, RTFKT will continue operating under a new but undisclosed owner, opening what Nike describes as a “new chapter” for the brand.
The news was first reported by The Oregonian, with confirmation later provided by a Nike spokesperson.
A Nike representative told Bloomberg that RTFKT transitioned to new ownership on December 17, though no financial terms or buyer information were disclosed. At the time of writing, RTFKT’s website and social media accounts offer no public indication of resumed or expanded operations under the new ownership.
This lack of clarity has fueled speculation around the platform’s future direction.
From Wind-Down Announcement to Archive Mode
RTFKT previously announced plans to wind down operations last year, stating it would launch an archive site to preserve its legacy. A “Next Chapter FAQ” currently emphasizes historical documentation, noting that the website will reflect past creator contributions and community challenges, rather than signaling an active relaunch.
So far, official RTFKT channels have not publicly acknowledged the ownership transfer, despite outreach from multiple media outlets.
One of the Most Successful NFT Projects Ever
Founded independently in 2020 during the height of NFT enthusiasm, RTFKT quickly became a standout name in the space. Nike acquired the project roughly a year later for an undisclosed amount.
Despite its uncertain future, RTFKT remains one of the most commercially successful NFT brands to date.
Revenue, Rankings, and Market Impact
According to DeFi Llama, RTFKT ranks ninth among NFT projects by lifetime revenue, generating over $49 million through token launches and royalty income.
The platform has released more than two dozen NFT collections, including high-profile collaborations with sneaker designer Jeff Staple and renowned Japanese artist Takashi Murakami. Combined, these collections have produced approximately $1.5 billion in total trading volume, largely driven by the highly influential CloneX series, based on PRIME Research data.
How RTFKT Changed the Sneaker Industry
RTFKT gained recognition not only for digital art, but also for reshaping sneaker production. By combining digital-first design tools with traditional manufacturing, the company pioneered a preorder-based production model.
Using 3D modeling and digital prototyping, RTFKT significantly shortened development timelines, influencing how major brands think about product creation and delivery.
Nike’s Strategic Shift Under New Leadership
Nike acquired RTFKT during the tenure of former CEO John Donahoe, whose strategy prioritized direct-to-consumer and digital sales. His leadership era, however, has drawn criticism, with some branding experts arguing it diluted Nike’s cultural relevance.
Donahoe’s successor, Elliott Hill, is reportedly steering Nike back toward a stronger physical retail presence, renewing focus on partnerships with major retailers such as Dick’s Sporting Goods and Foot Locker.
What Comes Next for RTFKT?
While RTFKT’s past influence on NFTs and digital fashion is undeniable, its future under new ownership remains unclear. Whether the brand will return as an active innovator or remain a historical archive will depend on how its new leadership chooses to rebuild trust and momentum in a cooling NFT market.
