Nike Inc. has made the decision to close down its digital sneaker division, RTFKT, as part of a strategic realignment under new CEO leadership.
The company has confirmed that operations for RTFKT will be gradually phased out, with services expected to end by the end of January 2025.
This decision reflects Nike's changing priorities in response to the evolving athletic-wear market. The closure of RTFKT is a significant shift for the brand, which had previously been focused on digital and virtual sneaker offerings.