In its continued push toward digital, earlier this week Nike acquired Rtfkt, a virtual products and experiences company.
Founded in 2020, Rtfkt’s products “merge culture and gaming,” according to a company press release, and include sneakers and “digital artefacts. The acquisition comes on top of several others Nike has made to improve its digital capabilities, including predictive analytics firm Celect and data integration platform Datalogue.
Nike has put its pursuit of digital front and centre for years now. The athletics giant is aiming for digital to make up the majority of its revenue and in June said it would reach a 50 per cent digital business by 2025.
Nike’s digital journey has included an intense focus on mobile, personalised e-commerce experiences and omni-channel. The retailer is also prioritising its DTC channels, trimming down wholesale partners and working to create a seamless experience between its stores, e-commerce and mobile apps.
“Nike Digital is not a separate or siloed body of work,” Steve Scarpetta, Vice President and General Manager of Nike Direct Digital Commerce for North America, said at the time. “Digital is truly the throughline to our One Nike Marketplace vision and it’s central in our consumers’ everyday lives.”
