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Nike has sold its digital unit RTFKT as the company refocuses on core sports products amid revenue shifts and NFT legal pressure.
Nike is reshaping priorities as digital ambitions give way to a sharper focus on physical products. The company has now confirmed the sale of its digital collectibles arm, RTFKT, closing a chapter that once symbolized its push into NFTs and virtual goods.
Good to Know
Nike confirmed on December 17, 2025 that it has divested RTFKT, its digital products unit focused on NFTs and virtual fashion.
The decision follows guidance shared by chief executive officer Elliott Hill in late 2024, where leadership outlined plans to concentrate resources around core athletic categories and strengthen wholesale relationships.
RTFKT entered the Nike ecosystem as a vehicle for digital storytelling and virtual collectibles. Its exit reflects a broader reassessment of how much value those initiatives bring relative to traditional product lines.
Nike reported a modest 1 percent revenue increase, reaching $12.4 billion for the quarter ending November 30, 2025. That overall figure masked uneven performance across brands.
During the same period, Converse revenue declined 30 percent, underscoring internal pressure to streamline operations and refocus investment.
Against that backdrop, digital ventures tied to NFTs and blockchain carried growing risk without clear near-term returns.
Although RTFKT no longer sits inside Nike corporate structure, legal challenges connected to digital assets remain active.
A class action lawsuit filed on April 25, 2025 in Brooklyn federal court seeks damages exceeding $5 million. The case, Cheema v. Nike Inc, centers on claims tied to marketing practices involving Nike branded NFTs and digital products.
The filing highlights ongoing uncertainty around consumer protection, disclosures, and compliance tied to blockchain based offerings, even after divestiture.
While under Nike ownership, RTFKT grew beyond a simple digital merchandise studio. The brand developed cultural relevance across gaming, virtual economies, and online collectibles communities.
RTFKT concepts blended storytelling, avatars, and digital ownership, creating demand inside Web3 circles and gaming adjacent spaces. The sale now places that ecosystem in new hands, with future direction depending on how new ownership approaches product development and partnerships.
Industry observers continue to track whether RTFKT retains influence without backing from a global apparel brand.
Nike finalized the RTFKT transaction before publicly confirming details on January 7, 2026. Attention now turns to two parallel tracks: how Nike reinforces its traditional business lines and how RTFKT evolves independently.
At the same time, proceedings tied to the NFT lawsuit continue, keeping digital asset risk in focus for consumer brands experimenting in blockchain driven markets.
Nike chose to refocus on core sports products and wholesale partnerships while reducing exposure to digital asset volatility.
Nike confirmed the divestiture on December 17, 2025, with public disclosure following in January 2026.
Yes. A class action lawsuit tied to NFT marketing remains active in federal court.
RTFKT operated as a digital collectibles and virtual culture studio with reach into gaming and Web3 communities.