Jan 7, 2026
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Nike Sells Digital Products Unit RTFKT Amid NFT Market Slump
Nike Sells RTFKT
- Nike sold its digital products unit RTFKT in December 2025 after shutting down the business earlier that year.
- The sale was effective on Dec. 16, 2025; financial details and buyer undisclosed.
- RTFKT acquisition occurred in 2021 under former CEO John Donahoe as part of a digital sales strategy.
- New CEO Elliott Hill shifted focus back to core sports products, footwear, and wholesale partners in late 2024.
NFT Market Context
- RTFKT's exit aligns with a broader slump in the NFT market.
- Monthly NFT sales fell to $320 million by November 2025, with further declines in December.
- Total NFT market cap down over 67%, currently around $2.78 billion.
- Platforms like OpenSea and X2Y2 have shifted focus due to market weakness.
- Event cancellations include NFT Paris and RWA Paris for February 2026 due to market conditions.
