Nike Quietly Dumped NFT Arm RTFKT: Report

Nike reportedly sold its digital products unit RTFKT in December 2025, about a year after shutting down the business. The exit from its high-profile digital bet comes as the company focuses back to core sports products. According to a recent report by OregonLive, the sale was effective Dec. 16. The buyer or share financial terms have not been disclosed yet. Strategy Shift Under New CEO RTFKT was bought by Nike in 2021 under former CEO John Donahoe, during a push into digital sales and virtual products. ...