In a significant move, Nike has announced the sale of its subsidiary RTFKT, effective December 16, 2025. This decision marks a strategic pivot for the company under CEO Elliott Hill, who is keen on refocusing on its core sports business, as emphasized in the official statement.
RTFKT Sale and Nike's Retail Strategy
The sale of RTFKT aligns with Nike's goal to strengthen its relationships with traditional retail partners, reflecting a broader trend in the fashion and tech industries where companies are reevaluating their digital assets and NFT strategies.
Nike's Commitment to Innovation
Although the financial details of the transaction have not been disclosed, Nike has reiterated its commitment to innovation across physical, digital, and virtual products. This move indicates a potential shift in how the company approaches its digital offerings while maintaining a strong foothold in the sports market.
On January 5, 2026, LBank released its 2025 Annual Report, highlighting a strategic shift towards sustainable growth, contrasting with Nike's recent sale of RTFKT to refocus on its core business. For more details, see read more.
