NIKE(US:NKE) Zhi Tong Cai Jing·2026-01-08 03:29Core Viewpoint - Nike has confirmed the sale of its digital product subsidiary RTFKT, marking a shift in its strategy amidst the declining NFT market [1][2] Group 1: Company Actions - Nike sold RTFKT in December 2022, indicating a new chapter for the company and its community, while continuing to invest in innovative products and experiences in physical, digital, and virtual environments [1] - The acquisition of RTFKT in December 2021 was aimed at accelerating Nike's digital transformation and expanding its presence in the virtual product space, with a reported purchase price in the tens of millions of dollars [1] - In 2024, Nike signaled a reduction in NFT business investments, pausing new NFT production while maintaining some gaming and virtual collaboration projects [2] Group 2: Market Context - RTFKT, known for virtual sneakers and NFTs, saw a decline in demand and pricing power as the NFT market collapsed [2] - The NFT market's downturn led to a collective lawsuit against Nike by NFT holders, alleging that the company failed to disclose risks and violated U.S. securities regulations [2] - Other traditional companies, including Starbucks, GameStop, Budweiser, and Disney, have also faced challenges in the Web3 space due to market volatility, regulatory hurdles, and immature business models [2]