Nike sells its NFT and virtual sneakers amid lack of digital art market interest: report

Core Insights - Nike has sold its digital products and NFT subsidiary RTFKT approximately one year after shutting down the business, marking a significant shift in its strategy [1][2] - The sale is described as "a new chapter for the company and its community," although details regarding the buyer and financial terms were not disclosed [2] - The broader NFT sector is experiencing a contraction, with notable companies like X2Y2 ceasing operations and major events like NFT Paris being canceled [3] Company Actions - Nike acquired RTFKT in late 2021 during the peak of the NFT boom, aiming to expand into digital collectibles and virtual products [4] - The company announced plans to shut down RTFKT's operations in late 2024, indicating a strategic pullback from NFTs while still pursuing digital and virtual products through partnerships with video game companies [5] - The divestment aligns with the leadership of CEO Elliott Hill, who has been refocusing Nike on its core sports business and rebuilding wholesale partnerships since taking over in 2024 [6]