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Nike, one of the world’s largest luxury fashion brands and once a crypto and non-fungible token market investor, has sold its digital asset incubation studio “RTFKT.” The luxury fashion brand sold its digital asset company in December 2025, one year after it shut it down. In response to this bullish announcement, the Clone X NFT series has seen its floor price jump by +200% in the past 24 hours.
In a January 06 blog post, Oregon Live confirmed that Nike has finally sold its digital asset firm RTFKT. The athletic footwear and apparel company Nike quietly sold RTFKT in December last year. The move occurred as second-year CEO Elliott Hill continues to refocus the company on sports and rebuild partnerships with wholesale partners, such as Dick’s Sporting Goods and Foot Locker.
Established in 2021, RTFKT was a digital asset incubation studio that uniquely positioned itself at the intersection of fashion, technology, and gaming. This company was created to bridge the gap between physical and digital fashion. Rather than producing physical products, RTFKT created digital fashion items primarily intended for use in video games and virtual environments. Nike closed it in January 2025.
For the past three years in operations, RTFKT launched several non-fungible token collections, including Clone X, a non-fungible token collection featuring a limited edition of 20,000 NFTs hosted on the Ethereum blockchain network. RTFKT joined hands with digital artist Takashi Murakami to launch Clone X. Nike is also the team behind the Nike Air Force 1 and Animus NFT collections.
In a brief statement, Nike announced that the RTFKT sale was effective as of December 16, 2025. “Launching a new chapter for the Nike company and its community. Nike continues to invest in delivering innovative products and experiences across physical, digital, and virtual environments,” Nike said in the statement. Nonetheless, the terms and conditions of the RTFKT sale, including the buyer, weren’t announced.
Before announcing plans to shutter RTFKT, Nike stated in a Medium post that, while it would temporarily halt the production of non-fungible tokens (NFTs), a type of digital collectible created by RTFKT, it would continue partnerships with video game companies to develop virtual products, including in-game wearables. This news has come as a surprise to some analysts and industry watchers.
The Clone X NFT collection has reacted sharply to the news of the RTFKT sale. Over the past 24 hours, it has generated a trading sales volume of 201 ETH, representing an 8,000% increase from the previous day. During this period, the Clone X NFT floor price value has skyrocketed by +200%, rising from 0.09 ETH to 0.31 ETH. In the past 24 hours, the Clone X NFT collection has recorded 702 sales.
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