Nike has announced the acquisition of RTFKT Studiosa company dedicated to the creation of collectible materials and digital assets of NFT (non-fungible tokens). With this movement, which was announced in a statement, the Oregon-based company is riding the train, seeking to develop its own platform of this type.
RFTKT thus becomes the first NFT brand within the Nike Inc. conglomerate, being attached to its project related to the metaverse. John Donahoe, President and CEO of Nike, stated that this acquisition represents “Another step in Nike’s accelerated digital transformation, and will allow us to respond to athletes and creators at the intersection between the fields of sport, creativity, video games and culture.”
For its part, benoit pagottoone of the co-founders of RTFKT, assured that this is a “unique opportunity” to be able to consolidate the brand in the market, while at the same time emphasizing the function of the tractor engine that it supposes will work in conjunction with Nike during the creation of this new adventure.
What is RTFKT?
RTFKT is a founded in 2020 by Benoit Pagotto, Chris Le and Steven Vasilevand which aims «redefine the limits of physical and digital value». This company is a digital studio focuses on the field of authentication and the augmented reality to create virtual products and experiences that attract users.
The brand has been one of the most avant-garde in virtual worlds. In the past, this company has had outstanding collaborations, such as with the Japanese artist Takashi Murakami through the collection «Clone X NFT»a proposal that includes avatars prepared for the metaverse, which have been stylized with collectible designs created by both parties.
Likewise, last April, the RTFKT itself released a collection of eight limited-edition Atari-inspired sneakers at NFT, bringing retro video game designs into today’s digital age. As a curious fact, months ago RTFKT managed to sell in just 6 minutes about 600 pairs of sneakers in NFT designed for a collection made in collaboration with the artist fewocious, generating at that time revenues of around 2.73 million euros.
RTFKT is in charge of using new technologies to create digital collectible materials that are unique and unrepeatable. Under this premise, the brand guarantees its users the authenticity of its creations, thus allowing them to develop their own identity and personality within the metaverses.
What are Nike’s plans in its evolution towards the metaverse
As a result of this agreement, Nike has expressed that its main objective is to explore the different cutting-edge innovations that RTFKT has been carrying out in the field of NFT, with the intention of offering the public unique and new generation collections of items, as well as different unique digital experiences, merging the world of fashion with that of video games.
https://twitter.com/RTFKTstudios/status/1470502799498792963?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1470502799498792963%7Ctwgr%5E%7Ctwcon%5Es1_c10&ref_url=https%3A%2Finsikees-www.business%2Finike%2 bet-metaverse-acquires-rtfkt-first-brand-nft-980413
But this has not been Nike’s first move in the metaverse environment: in November it announced the creation of Nikelanda wide technological universe that is currently available on the popular video game platform Robloxin which users can access and dress their different avatars with their favorite clothes from the iconic sports brand.
In Nike’s own words, “The buildings and fields within Nikeland are inspired by Nike’s real-life headquarters and house detailed arenas for the Roblox community to test their skills by competing in various mini-games. At launch, visitors can play games like tag, lava and dodgeball with their friends. Creativity, however, is limitless. With the Nikeland Toolkit, creators can easily design their own mini-games from interactive sports materials.”
Of course, Nike is not the only company in the fashion industry that has decided to jump on the NFT bandwagon. Previously, other sports brands such as reebok Y Adidas They have also wanted to venture into the Metaverse and the world of NFTs.
Similarly, renowned firms in the fashion industry, such as Ralph Lauren Y Zarahave allied themselves with the Korean metaverse Zepeto to market virtual fashion collections for avatars. Also, luxury fashion brands such as Balenciaga, Gucci Y Dolce & Gabbana They are also taking advantage of the endless possibilities and opportunities that the Metaverse gives them to launch their collections.
Stay informed of the most relevant news on our news channel
Facebook Comments
Disqus