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Three years on, Nike calls time on NFT brand’s operations

04/12/2024
Three years on, Nike calls time on NFT brand’s operations

A Nike brand specialising in virtual products and experiences, RTFKT, is to cease operating in January.

Founded in 2020, RTFKT sought to tap into interest in non-fungible tokens (NFTs). Nike acquired it one year later, with then-chief executive, John Donahoe, saying this would accelerate the sports brand’s digital transformation and allow it “to serve athletes and creators at the intersection of sport, creativity, gaming and culture”.

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