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Nike sells RTFKT: Digital products subsidiary quietly offloaded in December

Nike sold its NFT studio RTFKT on Dec. 16, ending a year-long shutdown as CEO Elliott Hill refocuses on core sports and wholesale partnerships.

Summary by The Oregonian
The sale comes as CEO Elliott Hill refocuses Nike on sports and questions persist about Converse’s future after a 30% sales drop.

7 Articles

End of the Web3 dream for Nike. The company has discreetly sold RTFKT, its subsidiary NFT. All details in this article. NFT article: Nike discreetly separates from RTFKT in the midst of legal turmoil appeared first on Cointribune.

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The Oregonian broke the news in Portland, United States on Tuesday, January 6, 2026.
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