2026-01-07 07:11:37

Once highly anticipated, NFT and Web3 strategies are now frequently met with cold reception among traditional major brands. According to foreign media reports, sports giant Nike quietly sold its digital products subsidiary RTFKT in December 2025. This company was once a pioneer in Nike’s entry into the NFT space; after being acquired in 2021, it carried Nike’s ambitions for the digital ecosystem.

The turn of events came somewhat suddenly. RTFKT officially ceased Web3 service operations in January this year, and by the end of the year, Nike even chose to completely sell off this asset. More notably, during the same period, Nike’s Converse brand experienced a 30% quarterly sales plunge in December—this figure not only reflects the pressures faced by traditional retail but also hints that Web3 investments failed to deliver the expected commercial returns.

This case is quite interesting. On one hand, it confirms the observation of many: the implementation of NFT and Web3 applications in the mainstream market is far more difficult than imagined. On the other hand, it also reminds us that even large enterprises with ample capital and resources face extremely high trial-and-error costs in this field. From enthusiastic investment to a cool-headed exit, this journey has been somewhat rapid.

For the entire crypto and Web3 ecosystem, this "cooling down" from mainstream brands could be a signal—short-term, practical value and user growth may be more decisive for a project’s survival than hype and concept speculation.

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DefiEngineerJack

· 7h ago

nah this is what happens when you don't have real product-market fit, ser. nike dumped rtfkt because the math didn't work, period. nobody actually wanted to buy digital sneakers once the hype cycle ended lol

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VitalikFanAccount

· 22h ago

Nike cuts RTFKT... honestly, no one is using it anyway --- Another Web3 dream shattered, this time the big companies are admitting defeat --- A 30% sales plunge, really not worth mentioning compared to NFT hype... --- I've said it before, besides hype, there's no real demand. Look, it's been validated --- RTFKT is done, but that just shows the market is self-correcting, which is a good thing --- The once "digital ecosystem ambition" has ended with only asset sales left, sigh --- The problem isn't Web3, it's that users simply don't care about this stuff --- Nike's move is just two words—admitting defeat --- The era of hype and storytelling is over; now it's about data-driven decisions --- That's why I never believe big companies' Web3 promises... they're just a way to fleece retail investors --- Cutting RTFKT is actually good for the ecosystem? At least it stops creating false demand

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ForkTongue

· 01-07 07:41

Nike's recent moves really can't be sustained anymore. Dreams bought at a high price are being cut just like that. That NFT craze was a scam. Luckily, I didn't go all in. Big companies have already left, are retail investors still sleepwalking? Wake up, everyone. RTFKT is cooling off, the spring of Web3 is still a distant dream. Honestly, no one is using it. No matter how good the concept is, it's useless. Players have already voted with their feet, mainstream brands have also backed down. This is the real signal of a bear market, clearer than any analyst’s words.

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MerkleMaid

· 01-07 07:32

Nike really can't hold it together this time, RTFKT is directly bundling and selling... Where's the promised Web3 ecosystem?

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CryptoPhoenix

· 01-07 07:32

Even Nike has fallen, this is the real awakening, the market does not deceive --- Another round of eliminations, it's really that simple to see who is swimming naked --- Remember, the most important thing when losing money is to stay clear-headed; practicality > concepts, this is the iron law --- Big companies are all fleeing, shouldn't we instead be clarifying the direction? --- Rebirth from Nirvana is never a straight line; the story of RTFKT teaches us what true trial-and-error costs are --- Behind a 30% sales decline, the entire industry is actually redefining value --- Don't rush, the darkest time in a bear market is often just before dawn; be patient and wait --- This wave of decline taught me one thing: concepts will eventually be broken by practicality --- Everyone stay calm, real opportunities are brewing at the bottom range --- The law of conservation of energy also applies in the market; today's escape, tomorrow's position building

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ThreeHornBlasts

· 01-07 07:28

Nike has already given up, indicating that this wave of NFTs is indeed cooling off. Speculators suffer heavy losses, while builders survive.

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GasFeeCrybaby

· 01-07 07:26

Another Web3 dream has shattered; Nike's move was indeed ruthless. Uh, this is reality—burning money for lessons. RTFKT is truly abandoned; no one uses it. No matter how good the concept is, it's useless. Honestly, big companies have all backed down. What are we still hyping up? Wait, Converse sales dropped 30%. Is it really all Web3's fault? Feels like shifting blame. I told you, without practical application scenarios, no matter how loud the hype, it's just a bubble. The big players have all left. Who else dares to take over?

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