NIKE bought a virtual sneaker firm

Briefly:

  • NIKE bought RTFKT – a fashion brand that produces virtual sneakers
  • This is another step towards the conquest of the metaworlds
  • Transaction amount was not disclosed

Company NIKE announced the purchase of RTFKT – the most “promoted” manufacturer of virtual sneakers:

“This purchase will accelerate Nike’s digital transformation. We will serve athletes and amateurs at the intersection of sports, art, games and culture, ”commented NIKE CEO John Donahue on the deal. The company plans to invest further in RTFKT projects, as well as expand its presence in the metaverse.

Who are RTFKT

Originally RTFKT created skins for video games. They especially loved making sneakers – the developer released the first pair of shoes in AR format back in 2019. The brand later evolved into a standalone company that makes items for the metaverse using blockchain, game engines, NFT and augmented reality.

Here’s how RTFKT commented on the merger with the Nike brand:

“At the beginning of our journey, we just had fun and created sneakers inspired by video games. We made doping content and tried to innovate. Nike has always been our source of inspiration. This is the beginning of a new chapter in the history of RTFKT “

Why is it Nike

Nike has taken seriously the advancement in the metaverse. And this is not surprising – many analysts and large companies believe that people will soon go to virtual worlds. Bill Gates predicts that this will happen in the next 2 years.

One of the ways to express yourself in the metavers will be unique digital clothing. And Nike is already preparing to conquer this market. To do this, they opened their virtual office NIKELAND in the Roblox metaverse.

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