Nike âm thầm bán RTFKT: Tại sao thương hiệu hàng đầu lại từ bỏ Web3?

【Coin Realm】Nike Quietly Divested Its Digital Assets Company. According to industry sources, the sports giant completed the sale of RTFKT last month, but the buyer’s identity and specific transaction terms have not been disclosed to the public.

RTFKT was actually a digital products company that Nike acquired at a high price in 2021, and once had some fame in the NFT and virtual goods sector. However, good times didn’t last long. The company had already announced it would completely shut down its Web3 services operations in January 2025. From acquisition to sale, the turnaround was quite swift.

This actually reflects the true attitudes of many leading brands toward Web3 — the enthusiasm they rushed in with initially has now cooled down. RTFKT’s experience is not an isolated case; the entire NFT market has been cooling down over the past two years, and a batch of brands is reassessing their investments in this area. Some say this is a bubble burst, while others believe it’s just a return to rationality. If you ask me, it at least indicates that monetizing digital products remains a difficult problem.