🌗 Black Is Black, I Want My Baby Back. It's Grey, It's Grey, Since She Went Away 🌥
Just Do It… and Then Sell It: Nike Exits the NFT Business Nike announced in late 2024 that it would shut down RTFKT , the virtual sneaker studio it acquired at the peak of the NFT boom in 2021 . Then, quietly — almost apologetically — the company completed the sale of RTFKT to an undisclosed buyer on December 17, 2025, with barely a whisper of detail . No buyer name. No sale price. Just a brief statement calling it, "a new chapter for the company and its community." Which raises an obvious question: what chapter are we actually in? If collectors had hoped for a triumphant handoff, they got a ghostly exit . RTFKT's own website still makes no mention of new ownership. RTFKT (pronounced artifact ) was a genuine darling of the digital asset collectibles world . At its peak, the studio collaborated with artists to release virtual sneakers that sold for thousands of dollars, issuing NFTs with blockchain-verifiable provenance . It gave Nike a foothold in Web3 cul...