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Nike acquires RTFKT and joins the metaverse game

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Nike’s purchase of RTFKT further solidifies the company’s commitment to its role as a contributor to the virtual world called the metaverse.


Nike’s purchase of RTFKT further solidifies the company’s commitment to its role as a contributor to the virtual world called the metaverse.

Earlier this week, Nike announced the acquisition of virtual sneakers and collectibles brand RTFKT. Nike now joins the metaverse bandwagon as the largest American athletic products manufacturer.

This year, Nike has applied to patent its name, swoosh logo, and slogan “just do it” in the online and virtual worlds. Nike’s application was accompanied by two new job postings for virtual material designers, signaling its interest in entering the metaverse.

Despite this, the new RTFKT acquisition indicates Nike’s excitement to dive into the metaverse ecosystem: 

RTFKT Twitter announcementNike believes that acquiring RTFKT will contribute to Nike’s efforts to “deliver next-generation collectibles that combine culture and gaming.” John Donahoe, president and CEO of Nike, believes the acquisition accelerates Nike’s efforts to adapt to the digital age.

“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.”

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Benoit Pagotto, the co-founder of RTFKT, endorsed this vision and said, “We are thrilled to grow our brand, which was fully developed in the metaverse.”

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