2026-01-08 07:21:18

By the end of 2024, major sports brands have made completely opposite choices in the digital asset space. Nike announced it will shut down its virtual sneaker studio RTFKT in early 2025, while Adidas officially launched the ALTS digital avatar series, which had been in preparation for three years.

The same polarization phenomenon is spreading throughout the industry. Over the past four years, almost every leading consumer brand has attempted to venture into NFTs and digital assets. But now, attitudes are clearly polarized—some are strategically shrinking, while others are increasing their investments. This shift reflects the transition of Web3 applications from the hype phase to a more rational implementation stage.

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PancakeFlippa

· 01-08 07:50

Nike directly kills RTFKT, this move is too ruthless... Is it because they didn't make enough money or do they really not understand digital assets? Adidas, on the other hand, is more daring, preparing for three years just for this ALTS. If they bet right, they'll explode; if they bet wrong, it’s just so-so. Talking about rational implementation, I think it's just big companies choosing topics. Some think this path is wrong, some still want to try. Anyway, the retail investors are no longer so crazy about NFTs, no wonder brands have also calmed down. Really want to see who will be laughing last after a year.

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ser_we_are_ngmi

· 01-08 07:49

Nike has cut ties this time, indicating that virtual shoes really aren't as profitable as imagined. Adidas is still gambling, trying to come up with new tricks. Big companies have gone from chasing trends to being cautious, finally figuring out how this thing actually monetizes. The NFT craze is over, and now we see who truly has products. Nike can shut down at will, while Adidas is still in a daze, feeling like things aren't looking good. This is the true portrayal of Web3—initially all PowerPoint presentations, now returning to reality. The clear polarization shows that the market hasn't found its direction yet. What are virtual assets worth? Physical assets are still more stable. Brands are gambling, betting on the next wave of technological revolution, but most have lost. If Adidas also fails this time, the entire industry will really cool down. From frenzy to rationality, finally waking up.

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AirdropAutomaton

· 01-08 07:49

Nike has given up, right? RTFKT is really done. Adidas is still struggling to hold on. Let's see if their investments over the past three years are worth it. Web3 is like this—either go all in or get out, there's no middle ground. Big brands are starting to wake up... Do the NFT dreams still have a future? Nike chickened out, Adidas is taking a gamble. Who will win the bet? The shutdown of RTFKT was long overdue. Virtual shoes and sneakers are inherently a pseudo-demand. The hype period is indeed over. Now it's all about real skills. Can digital avatars make money? I just don't understand this market. This wave of differentiation is just survival of the fittest. Nike gave up, Adidas is betting big.

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GasFeeCrier

· 01-08 07:32

Nike said shut down, Adidas is still fighting hard. Why is the gap so big? That wave of NFTs really went out of fashion. Only true believers are still playing now. Another three years of preparation and digital avatars. What is Adidas betting on? Web3 is now a watershed moment. Some see it clearly, others are still dreaming. I heard Nike lost a lot this time shutting down RTFKT. It’s a bit upsetting. Can Adidas’s ALTS series turn things around? Seems not very optimistic either. Brands rushing in and then rushing out again. This round of leek harvesting was really thorough.

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LayerZeroHero

· 01-08 07:30

Nike really chickened out this time. RTFKT just shut down when told to, while Adidas is still gambling? But then again, this industry should have cooled down a long time ago. Feels like everyone is betting on who can survive until the end... During the NFT hype, everyone wanted a piece of the pie. Now, they're starting to cut losses, huh? Web3 still needs to remain quiet for another two years before truly producing good stuff. Currently, these brands are acting a bit panicked. Nike's decision is actually quite smart—cutting losses in time is better than stubbornly holding on. Whether Adidas's move works or not depends on the actual implementation. Big brands are now retreating to rethink their positions. Virtual shoes are indeed not as valuable as everyone imagined.

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