Nike Inc. is shutting down its digital sneaker division RTFKT as the world’s largest athletic-wear company realigns priorities under a new chief executive officer.

Nike's RTFKT, which makes virtual collectibles, including sneakers, on Monday announced it will cease operations by the end of January. A Nike RTFKT shoe was part of a recent sneaker exhibit at the Portland Art Museum. “Future Now: Virtual Sneakers to Cutting-Edge Kicks,” co-organized by the American Federation of Arts and the Bata Shoe Museum

Three years after being acquired by Nike and launching both digital and physical sneakers featuring the iconic swoosh, RTFKT is closing down.

Nike is officially shutting down its virtual sneaker and fashion brand RTFKT. According to CEO Elliot Hill, Nike is recalibrating and reassessing its priorities as it moves into its next chapter of digital innovation.

The virtual sneaker and fashion brand RTFKT will wind down its operations by January 2025 as Nike restructures under new CEO Elliott Hill. However, despite the closure, the brand’s Ethereum tokens will remain accessible to the public.

Nike, an American athletic footwear and apparel company renowned for its sneaker, has announced plans to exit the NFT market in January 2025.

RTFKT — a digital fashion and web3 studio owned by Nike — announced that it will cease its operations while showcasing past work.

The Nike-owned startup became an example of how to build fandom around digital fashion. Now, it might be the canary in the coal mine.

Nike-owned NFT sneakers project RTFKT announced it will shut down in January 2025, just as the NFT industry posted a huge month in November.

RTFKT, acquired by Nike in 2021, announces shutdown amid NFT decline, reflecting shifting priorities and challenges in the market.

Nike x RTFKT Cryptokicks Nike is shutting down Rtfkt, its metaverse fashion company known for digital sneakers and NFTs. In January