Nike reportedly sold its digital products unit RTFKT in December 2025, about a year after shutting down the business. The exit from its high-profile digital bet comes as the company focuses back to core sports products.
According to a recent report by OregonLive, the sale was effective Dec. 16. The buyer or share financial terms have not been disclosed yet.
According to OregonLive, Nike quietly sold its digital products subsidiary RTFKT in December 2025, which it had acquired in 2021. RTFKT previously announced it would end its Web3 services in January 2025. Nike’s Converse brand reported a 30% drop in quarterly sales in December…
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Strategy Shift Under New CEO
RTFKT was bought by Nike in 2021 under former CEO John Donahoe, during a push into digital sales and virtual products. That strategy changed after Elliott Hill took over as CEO in late 2024. Hill has spent his second year pulling Nike back toward sports, footwear,
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