Nike quietly sells RTFKT as traditional giants gradually adjust their Web3 strategies

YieldWhisperer · 2026-01-07T07:14:10+00:00

Nike recently ended support for its digital product division RTFKT, reflecting a waning enthusiasm for Web3 and NFTs. This change indicates a冷静态态 of traditional brands towards the NFT market, potentially signaling a significant industry adjustment.

YieldWhisperer

2026-01-07 07:14:10

Abstract generation in progress

【Block Rhythm】Recently, I came across an interesting piece of news—Nike quietly divested its digital product division RTFKT. This was already a done deal back in December last year, but only recently was it exposed.

Speaking of which, Nike’s enthusiasm for Web3 has indeed cooled down. Back then, under CEO John Donahoe’s leadership, Nike boldly acquired RTFKT in 2021, aiming to make a big splash in NFTs and digital assets. But what happened? Less than two years later, in January of this year, Nike announced the complete shutdown of RTFKT’s Web3 business.

This move actually reflects a cool-headed attitude among many traditional brands towards the NFT craze. The initial NFT wave seemed to be a red-hot trend, but now big companies are re-evaluating their books. Nike’s approach, though somewhat discreet, also indicates the real market temperature in this direction. Time will tell whether this is a tactical adjustment or a sign of industry reshuffling.

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RegenRestorer

· 21h ago

Haha, Nike's move this time is really brilliant. Spending a lot of money to buy in and then flipping it right away, a classic case of "I'm done playing." Big companies have been like chasing the wind in recent years. When NFT was hot, everyone wanted a piece of the pie. Now it's time to wake up. Data will tell the story. Honestly, it's still not profitable. The Web3 scene is currently just hype and concepts. Traditional brands entering Web3 is really a bit too early; the ecosystem isn't mature yet, and they're already burning money. Seeing this, other companies will probably start reflecting on their own Web3 plans one after another. It's another story of "we later didn't see this direction as promising."

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Fren_Not_Food

· 01-07 07:44

Ha, another big company's dream shattered on site. That's why I never believe those "revolutionary" promises. --- Nike's move is really brilliant; quietly dropping RTFKT and acting like it never happened. --- Giving up in less than two years—what does that tell us? The data doesn't look good. --- Remember how hot NFTs were back then? Now big companies are pulling out one after another, quite ironic. --- So for those still hyping the NFT revolution, just look at how Nike is doing it. --- Real Web3 applications are still a long way off; it's not just about issuing profile picture tokens. --- Big brands always enter to harvest the leeks; now that the scythe isn't fast enough, they immediately run away.

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MoneyBurnerSociety

· 01-07 07:43

It's that time of year again for "strategic adjustments." In simple terms, it's about cutting losses after suffering losses... Nike's move this time can be considered a textbook-level lesson in pitfalls. They spent two years and real money to verify that "Web3 is not our thing," and I give their efficiency a full score.

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POAPlectionist

· 01-07 07:43

Good grief, Nike's move this time is a classic case of "quietly entering the village, don't shoot the messenger." In less than two years, they turned around and left. This is the reality. --- RTFKT is gone, it was obvious all along that the NFT craze was just a scam to harvest the leeks. --- Honestly, big companies are just pretending. Only by investing real money do you realize this stuff is fundamentally unplayable. --- Nike cutting RTFKT is basically saying—Web3 isn't as sexy as everyone imagined. --- It's hilarious. They hyped it up loudly at first, now they quietly shut it down. Truly a case of "I choose to forget." --- This is the real state of Web3, everyone. No matter how much you hype, there's no turning back now. --- Nike's move here is actually pretty clever. Cutting losses in time is always better than losing money forever.

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RamenDeFiSurvivor

· 01-07 07:41

Haha, this is the reality of Web3—big companies come in to take a cut and then leave. --- Nike's move was brilliant; they sneak in quietly and sneak out quietly. I've never seen such a low-key big brand. --- Honestly, it's still about making money. As the Web3 hype dies down, no one is willing to take the risk. --- RTFKT was hyped up loudly back then, and now? Less than two years later, it's cooled off. Laughable. --- Once the NFT craze fades, it's time to wake up. These big companies finally realize that nobody is buying virtual shoes. --- I just want to know how RTFKT employees are doing now. Their layoffs were brutal. --- Traditional brands playing Web3 is just ridiculous; they don't understand the community aspect at all.

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BanklessAtHeart

· 01-07 07:39

Haha, Nike's move is really "quiet," selling last year and only exploding recently. The guilty look is priceless. Big companies are all clearing out their inventories. Who still truly believes in the NFT hype? Cutting off in just two years, this shows how much Web3 really matters to traditional brands. Another case of a fiery dream shattering, but that's normal too. Major brands are all squeezing toothpaste, seeing who can survive until the end.

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ColdWalletAnxiety

· 01-07 07:20

This is the true face of capital. When the opportunity arises, they boast grandly; once the wind passes, they quietly retreat. Nike is quite skilled at playing this game. --- Another big company wakes up from its dream, giving up in less than two years. What does this tell us? --- It's been obvious all along: NFTs are just a bubble. When big companies can't play, they immediately shift the blame—typical thinking of cutting leeks. --- It's incredible. Spending billions to acquire RTFKT and then acting as if it doesn't exist. Is this deal worth it? --- Nike's move was indeed a stealth attack—selling secretly so no one would know. Traditional big companies really lack confidence in Web3. --- It's hilarious. They hyped it up so much at first, and now they withdraw just as quickly. The market has educated everyone. --- Is RTFKT really cooling off? Just do the math and you'll see how much money NFTs have really made.

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