Sportswear manufacturer Nike announced the acquisition of virtual sneakers and collectibles brand RTFKT. Nike becomes the biggest U.S.-based athletic products manufacturer through this partnership to join the metaverse bandwagon.
A Cointelegraph report from Nov. 02 highlighted Nike’s submission of requests for patenting the words — namesake, swoosh logo and just do it — for use online and in online virtual worlds.” The filing was accompanied by two new job postings for virtual material designers, signaling the company’s intent to enter the metaverse.
However, the new RTFKT acquisition confirms Nike’s interest in delving into the metaverse ecosystem:
RTFKT is now a part of the NIKE, Inc. family. pic.twitter.com/5egNk9d8wA
— RTFKT Studios (@RTFKTstudios) December 13, 2021
According to Nike, acquiring RTFKT will help the company “deliver next-generation collectibles that merge culture and gaming.” John Donahoe, the president and CEO of Nike believes that the move helps accelerate Nike’s digital transformation efforts:
“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.”
Supporting this vision, RTFKT co-founder Benoit Pagotto said that “we’re excited to grow our brand which was fully formed in the metaverse.”
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