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Nike Exits RTFKT Amid NFT Market Pressures

January 7, 2026 at 12:55 PM

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Nike's reported divestment of RTFKT, following the closure of its digital collectibles unit, signals a strategic retreat from the NFT space as broader market headwinds persist. This move underscores the challenges facing even well-capitalized traditional brands in navigating the volatile digital asset landscape, where shifting consumer interest and regulatory uncertainties continue to dampen adoption.

The departure of a major player like Nike may reflect deeper structural issues within the NFT sector, including liquidity constraints and valuation concerns. While this development highlights near-term bearish sentiment, it could also catalyze industry consolidation, potentially benefiting more resilient projects with sustainable utility and community-driven models in the long term.

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