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ARTICLE · 09 DECEMBER 2024

Death Of Virtual Sneakers: Nike Pulls The Plug On RTFKT

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Nike is shutting down RTFKT, its NFT sneaker and digital avatar brand, marking a shift from the metaverse trend. Despite this setback, RTFKT's legacy of innovation and trademarks may shape Nike's future digital strategies.

United KingdomIntellectual Property
NoëLle Pearson
NoëLle Pearson
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Nike has officially pulled the plug on RTFKT, its brand behind NFT sneakers and digital avatars - basically virtual flexes for the online world. It started as the metaverse's hottest trend, but now it feels more like Crocs with heels, or clear plastic jeans - bold in theory, but questionable in practice. It was a fashion statement, alright... just not one anyone actually wants to wear. So, is the dream over?

While RTFKT's foray into digital fashion may have faltered, let's not forget they were pioneers in the space, pushing the boundaries of virtual style. Despite the failure of their virtual sneakers, the investments made in the brand and its trade mark will endure. This foundation will serve them well as the company pivots in whatever direction they choose next.

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