The American sports equipment manufacturer Nike has bought the young digital fashion shoot RTFKT, displaying its ambitions in the metaverse, this parallel universe sometimes described as the future of the Internet.
The amount of the transaction, announced Monday evening, was not communicated.
Founded in 2020, the company RTFKT (pronounce
artifact) specializes in making virtual products, including basketball shoes, and uses blockchain technology to ensure safe and authentic purchases.
The company also uses augmented reality and artificial intelligence to develop its products.
Nike is the only brand in the world that shares our passion for innovation, creativity and community spirit.Frenchman Benoît Pagotto, one of the co-founders of RTFKT, reacted in a statement.
We look forward to growing our brand which was created entirely in the Metaverse.
Nike is advancing its pawns in this bustling business sector. In November, the American giant opened Nikeland on the Roblox video game platform, a virtual world where players can dress their avatar in branded clothing.
The interest of the big brands for the metaverse is more and more marked since Facebook announced at the end of October that it wanted to make this virtual space its new business project.
To mark this turning point, the group led by Mark Zuckerberg renamed their parent company Meta.