Nike has purchased virtual sneaker company RTFKT as part of the digital transformation strategy.
The sportswear giant looks to quickly expand its footprint in the fast-growing metaverse business.
Last month, Nike became one of the first big brands to enter the shared virtual world that gained prominence after Facebook recently rebranded itself to Meta Platforms.
Users can buy virtual land and other digital assets such as clothing for avatars in the form of a crypto asset called a non-fungible token (NFT) in blockchain-based environments.
Formed in 2020 by Benoit Pagotto, Chris Le and Steven Vasilev, RTFKT also makes NFT collectibles and memes, according to its website.
“This acquisition is another step that accelerates Nike’s digital transformation and allows us to serve athletes and creators at the intersection of sport, creativity, gaming and culture,” Nike Chief Executive Officer John Donahoe said in a statement.