Nike buys creator of collectible NFTs for the metaverse

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The company says the acquisition of RTFKT is Nike’s next step towards digital transformation.

Nike has announced the purchase of RTFKT, an NFT studio that creates collectibles for the metaverse. The company noted that this deal is another step in Nike’s digital transformation. The terms of the deal remain unknown.
Nike CEO John Donahue said the company now faces the challenge of fostering an innovative and creative community and expanding its digital presence.

In late November, sportswear maker Adidas announced a partnership with the first public cryptocurrency exchange, Coinbase, as well as hinted at launching its own metaverse.

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