Nike Meta-Universe layout next city: the acquisition of virtual fashion startup RTFKT

Sports brand Nike continues to expand its investment in the meta-universe field.

On December 13, local time, Nike announced that it has acquired virtual fashion start-up RTFKT Studio, but did not disclose the specific acquisition amount, "This acquisition is a new step in Nike's digital transformation plan, which can serve athletes and creators in the fields of games, culture, creativity and sports." ”

According to the official website of RTFKT, RTFKT was founded in 2020 by Benoit Pagotto, Chris Le and Steven Vasilev, and is headquartered in London, UK. RTFKT is the "Creator of Virtual Sneakers and Collectibles", and its main products are various virtual fashions, including sneakers, clothing, etc.

These virtual goods are designed by RTFKT using video game engines and augmented reality (AR), among others, and consumers can use the Ethereum cryptocurrency to buy RTFKT's products.

Reuters reported that by acquiring RTFKT, Nike hopes to quickly expand its footprint in the "metacosm". Forbes pointed out that the virtual fashion world will heat up further in 2022.

In February, RTFKT released several virtual sneakers and sold more than 600 pairs of NFT sneakers in just 7 minutes, earning more than $3 million. According to the official website, the virtual sneakers produced by RTFKT all have independent numbers, support online transactions, and use blockchain technology for tracking to ensure authenticity. Consumers can wear it on social platforms through AR devices.

At the end of November, RTFKT launched the Clone X project, creating more than 20,000 NFT avatars. After the nike acquisition news, RTFKT's Clone X NFT rose rapidly at the reserve price on the main NFT trading platform OpenSea. As of press time, the base price of Clone X rose by 191.08% in 24 hours, and its trading activity ranked first in the list.

The concept of metacosmology is highly sought after in the capital circle, and Nike has already begun to lay out.

On November 18, Nike announced the establishment of Nike Metaverse NikeLand with online gaming platform Roblox. Players can play in this digital space and wear Nike virtual products for avatars. In its official description, Nike said it would "continue to work on the future of inspiring sports and innovative sports experiences" in December.

Nike also filed an application with the U.S. Patent and Trademark Office in October to use Nike's eponymous logo, logo and slogan in its entertainment services, retail stores, and virtual goods "in the online and online virtual world."

In February, Nike acquired data integration platform Datalogue. Nike CEO John Donahoe has publicly stated that the acquisition "enhances the company's ability to turn data into user insights."

In 2019, before the rise of NFTs and cryptocurrencies, Nike filed a patent for a "blockchain-enabled digital shoe." In May of the same year, Nike brand Jordan partnered with the phenomenal shooter Fortnite to launch virtual sneakers.

Before the US stock market on the 14th, Nike's stock price fell 0.2%.