Nike Divests RTFKT NFT Project, Signaling Strategic Shift in Digital Asset Strategy
Written by Ohris M. Greyoon, Blockchain & Crypto Expert
Source: Coinmarketcap
Updated: Jan 07 2026- Strategic Restructuring: Nike's completion of the sale of its NFT project subsidiary RTFKT marks a significant corporate recalibration after a three-year investment period following its acquisition in 2021, reflecting a strategic shift in the brand's approach within the evolving Web3 landscape.
- Market Volatility Impact: The substantial volatility in the NFT market from 2021 to 2022 has influenced Nike's cautious stance on digital asset investments, particularly against a backdrop of regulatory uncertainty and changing market conditions.
- Shift to Collaborative Models: Nike's decision to divest indicates a preference for flexible partnerships over full subsidiary ownership in the digital asset space, a trend that may reshape future brand-Web3 relationships.
- Future Outlook: As the market progresses into 2025, Nike's experience will likely inform how traditional brands engage with digital creators and blockchain technologies, emphasizing the importance of continuous reassessment and adaptable structures.
About the author
Ohris M. Greyoon
Ohris M. Greyoon holds a Master’s in Computer Science from MIT and has 10 years of experience in blockchain technology and cryptocurrency markets. A pioneer in decentralized finance (DeFi) analysis, he leads Intellectia’s Crypto News, offering cutting-edge insights into digital assets.
