Nike quietly sells RTFKT: Why did the 4-year Web3 dream come to an end

Nike quietly sold its digital product subsidiary RTFKT in December 2025, and this news immediately triggered a strong market reaction—RTFKT token price surged by 195%. From a high-profile acquisition four years ago to a silent sale today, this story reflects the changing attitude of traditional large enterprises toward the Web3 boom.

RTFKT’s 4-Year Journey

RTFKKT is a company focused on digital products, with influence in the NFT and virtual goods space. When Nike acquired it in 2021, it was during the hottest period of Web3 and metaverse concepts, seen as a symbol of traditional sports brands embracing digital innovation.

Why the Quiet Sale

Market Environment Changes

From ending Web3 operations in January 2025 to the sale in December, RTFKT had already been in a “semi-dormant” state. This indicates that Nike made a pragmatic choice after the Web3 hype waned—since this business couldn’t generate the expected returns, it was better to dispose of it early.

Market Reaction Is Interesting

The 195% surge in RTFKT token price is noteworthy. This usually signifies market expectations for the new buyer or the belief that the asset might have new development directions under new ownership. However, since the buyer’s identity and transaction terms have not been disclosed, the market is essentially speculating.

What Does This Indicate

Nike’s decision reflects the reality of the industry:

• Shift in large enterprises’ attitude toward Web3: from active exploration to rational retreat
• Cooling of the NFT and virtual goods market: no longer a hot area every brand needs to participate in
• Pragmatism over ideals: when new concepts fail to translate into business value, companies choose to cut losses

This doesn’t mean Web3 has no value, but the era of “all brands must enter the metaverse” has passed, and the market has entered a more rational stage.

Future Focus

The key question is: who is the new buyer? If it’s a Web3-focused investor, they might restart RTFKT’s virtual goods business; if it’s a traditional enterprise or private equity fund, they might adjust operational strategies. The current mystery actually fuels market imagination, which also explains why RTFKT tokens surged so significantly.

Summary

Nike’s sale of RTFKT is a microcosm of Web3’s shift from hype to calm. The four-year cycle isn’t long, but it sufficiently demonstrates how volatile this space can be. For other traditional companies still exploring Web3, this case offers a reference—innovation is important, but it must truly create business value. As for RTFKT’s future, it depends on the plans of the new owner.