Nike Joins The Metaverse Acquires NFT Collectibles Studio RTFKT
American multinational footwear and sports apparel company, Nike, announced the acquisition of RTFKT Studios, a firm that leverages non-fungible token (NFT) assets, blockchain authentication, and augmented reality. According to the sportswear giant, the acquisition will allow the company “to deliver next-generation collectibles that merge culture and gaming.”
According to John Donahoe, the President and CEO of Nike, the acquisition is a step towards the digital transformation of the company. It also creates more options to serve athletes and people interested in sports, creativity, gaming, and culture.
“Our plan is to invest in the RTFKT brand, serve and grow their innovative and creative community and extend Nike’s digital footprint and capabilities.”
Benoit Pagotto, one of RTFKT’s Co-Founders expects the NFT studio to benefit from Nike’s “foundational strength.” The top exec added that the American sportswear brand was the only one to match the “deep passion we all have for innovation, creativity, and community.”
RTFKT Studios was founded by three friends at the beginning of the Covid-19 era in January 2020. RTFKT (pronounced artifact) is focused on non-fungible token (NFT) technology, blockchain authentication, and augmented reality (AR).
