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Nike has sold its NFT and virtual product subsidiary, RTFKT, in a deal quietly finalized in December 2025. The move marks the end of one of Nike's most ambitious Web3 initiatives, which began with the acquisition of RTFKT in 2021. Although the company did not disclose the buyer or financial terms, the sale signals a strategic shift for Nike away from the world of NFTs and Web3.
The sale of RTFKT comes amid a significant decline in the NFT market, with trading volume, speculative demand, and mainstream engagement plummeting over the past two years. As a result, Nike has chosen to focus on its core business and divest from Web3 projects that are no longer deemed a priority. However, Nike is not entirely abandoning its digital strategy, as the company continues to partner with game developers and remains focused on in-game items and wearable digital content.
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Institutional investors, such as pension funds, insurance companies, and asset management firms, are increasingly turning to cryptocurrency as a viable investment option. This trend is driven by the potential for high returns, diversification, and growing adoption of digital assets. According to Galaxy Digital, a staggering $83 trillion in baby boomer wealth could flow into cryptocurrency in the next 20 years, further fueling the growth of the market. As more institutional investors enter the market, they bring with them large amounts of capital, increasing liquidity and reducing volatility.

The involvement of institutional investors is also driving innovation and development in the cryptocurrency ecosystem. Firms like Morgan Stanley are now offering cryptocurrency products to their wealthy clients, marking a significant step towards mainstream adoption. As the market continues to evolve, institutional investment is likely to play a key role in shaping the future of cryptocurrency. With clearer regulations and growing adoption, the potential for cryptocurrency to become a major player in the global financial system is becoming increasingly evident.
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