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Nike to Shut Down Virtual Sneaker Label RTFKT Under New CEO

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By Kim Bhasin and Lily Meier

December 2, 2024 at 7:43 PM UTC

This article is for subscribers only.

Nike Inc. is shutting down its digital sneaker division RTFKT as the world’s largest athletic-wear company realigns priorities under a new chief executive officer.

“Today, we’re announcing the plan to wind down RTFKT operations,” the brand said in a statement on Monday. It will cease services by the end of January 2025.