Nike has confirmed that it has sold RTFKT, the digital collectibles studio it bought during the height of the NFT boom. The confirmation was made on January 7, 2026, with Nike stating that RTFKT moved to a new owner on December 17. This move shows Nike continuing to step away from blockchain and NFT-focused projects as it places more attention on its main sports and apparel business.
What Nike Shared About the Sale
Nike described the sale as a completed transfer of ownership but shared very limited details. The company confirmed the date of the transition but did not name the buyer or explain how much the deal was worth. Nike said it remains focused on innovation across physical and digital products, even as it reduces its involvement in NFT-related businesses.
RTFKT’s Role During the NFT Boom
RTFKT became well known during the surge of interest in NFTs by releasing limited digital items and building strong online communities. When Nike acquired the studio in 2021, it was seen as a major step by a global brand into digital collectibles and virtual goods. The studio’s work often connected with gaming-style systems such as digital ownership, progression, and community access.
Why the Timing Matters for Nike
The sale of RTFKT fits into a larger reset at Nike that has been underway since late 2024. The company has been clear about its goal to refocus on sports, footwear, and retail partnerships. This shift comes at a time when some parts of Nike’s business have struggled, including a sharp drop in revenue at Converse. While Nike reported slight overall growth, investor pressure remains, and the company has described its recovery as an ongoing process.
Legal Issues in the Background
RTFKT’s shutdown also led to legal challenges. In 2025, Nike was sued by buyers of Nike-branded NFTs who claimed they were misled after the project was closed. The case highlights how NFT projects can create long-term issues even after a company exits the space. For the wider web3 and gaming-related market, it serves as a cautionary example of the risks involved in digital asset launches.
Final Thoughts
With the ownership change now confirmed, RTFKT is no longer part of Nike’s business. The studio’s next chapter will depend on its new owner, while Nike continues to narrow its focus on its core products. For the digital collectibles and gaming-adjacent space, the sale reflects how quickly strategies around NFTs have changed and how major brands are adjusting after the hype has faded.
