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Company

Nike

Filtered to Product Launches ×
59 articles stable

Nike sold RTFKT in December 2025 after shutting its NFT unit a year earlier, reversing a 2021 push into digital wearables.

Who they are

Nike appears in coverage as a consumer brand pursuing technology-led commerce and product experiments, from AR fitting, connected footwear and inventory AI to digital wearables, while navigating manufacturing, distribution and leadership challenges.

The recent arc

The coverage’s clearest recent arc is the unwinding of Nike’s RTFKT bet. Nike acquired the NFT and digital-wearables studio in 2021, RTFKT was reported to be closing by the end of January 2025, and the Oregonian reported in January 2026 that Nike had quietly sold the subsidiary on December 16 for an undisclosed sum. That sequence turned the earlier digital-products expansion into a divestiture story.

Other recent reporting has focused on operational reset rather than new digital launches: Bloomberg described Elliott Hill’s appointment as CEO amid revenue misses, while the Wall Street Journal detailed difficulties in Nike and Flex’s effort to automate shoe production in Guadalajara. The Information also reported that Amazon planned to resume direct Nike sales for the first time since Nike exited the marketplace in 2019 over counterfeit concerns.

The tension

Coverage centers on the gap between Nike’s technology ambitions and the hard execution of scaling them. RTFKT’s acquisition, shutdown and sale illustrate the fragility of the NFT strategy; the Flex automation effort exposed manufacturing limits with soft materials; and the renewed Amazon relationship tests whether broader distribution can coexist with Nike’s past counterfeit concerns and control of its brand channel.

Why it matters

If this trajectory continues, Nike’s technology story may be defined less by owning experimental digital businesses and more by applying technology to core retail, fit, inventory and manufacturing while rebuilding growth under new leadership. The Amazon re-entry and RTFKT exit suggest a more pragmatic channel and portfolio posture, though coverage does not establish whether that reset will resolve the underlying revenue and execution pressures.

Nike has appeared in 59 articles since 2015-02. Coverage peaked in 2021Q4 with 6 articles. Frequently mentioned alongside Apple, Amazon, Twitter, NFT.

Articles
59
mentions
Velocity
0.0%
growth rate
Acceleration
+0.667
velocity change
Sources
28
publications

Coverage Timeline

2022-03-24
CNET

A look at the Roblox experiences created by large retail brands like Gucci, Nike, Vans, and Ralph Lauren, with some offering virtual items for Robux

Queenie Wong / CNET : Tweets: @jetscott Tweets: Scott Stein / @jetscott : Shopping has, and will be, one of the biggest parts of a more immersive internet. Story by @QWongSJ https://www.cnet.com/...

2022-02-24
Financial Times

Retailers such as Forever 21, Nike, and Chipotle have opened virtual world stores on Roblox, as they seek to use the metaverse to drive real-world sales

Financial Times : Tweets: @edgecliffe , @dlknowles , @everyrealm , @lewiswiltshire , @ryanbarretto , @muradahmed , and @sub8u Tweets: A Edgecliffe-Johnson / @edgecliffe : Retailers such as Forever 21...

2019-09-22
Wall Street Journal

A look at Sign in with Apple, which is available for users with iOS 13 for a small number of apps including Nike, Instacart, Bird, and Kayak at launch

If You Can Find It Publishers/services/banks should implement this quickly. Apple's business model (you pay $$$ for nice devices) allows it to be careful than ad companies with your privacy. https://w...

2019-09-21
Wall Street Journal 1 related

A look at Sign in with Apple, which is available for users with iOS 13 for a small number of apps including Nike, Instacart, Bird, and Kayak at launch

Apple wants its new password killer to cut your dependency on Facebook and Google—if you can find it in the apps you use most

2019-05-10
Engadget 20 related

Nike's new app, Nike Fit, will use AR to help find the right sneaker fit, expected to launch in the US in July

Did you know that three out of every five people … Rae Witte / TechCrunch : With new Fit technology, Nike calls itself a tech company Trevor Mogg / Digital Trends : Nike Fit aims to help you slip into...

2019-05-09
Engadget 8 related

Nike's new app, Nike Fit, will use AR to help find the right sneaker fit, expected to launch in the US in July

Nike has been experimenting heavily with augmented reality for a few years now, and the company is continuing to work on new experiences powered by the technology.

2019-03-20
Digiday 9 related

Instagram adds in-app shopping to let users buy from 20 beauty and fashion brands including Kylie Cosmetics, Nike, and Huda Beauty

Emma Sandler / Digiday :

2019-03-19
Digiday 18 related

Instagram adds in-app shopping to let users buy from 20 beauty and fashion brands including Kylie Cosmetics, Nike, and Huda Beauty

Shopping on Instagram is about to change forever.  —  On March 19, the social platform announced in a blog post it was launching a beta shopping program …

2019-01-18
TechCrunch 13 related

Hands-on with Nike's $350 Bluetooth-enabled Adapt BB shoe with automated power-lacing, which will allow basketball players to change shoe tightness via an app

Nike's Adapt BB shoe has utility for pros, but is also a lens into a connected future  —  Why does the world need a self-lacing shoe?

2018-05-30
Engadget 2 related

Facebook begins rolling out polls for Messenger Stories, in a similar style to polls on Instagram Stories

Facebook announced quite a few changes and additions to its Messenger app at its recent F8 event, including a planned redesign and a way to buy Nike sneakers and other products in AR.

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Quarterly Coverage

Top Sources

Narrative

TEXXR tracks 48 tech news articles mentioning Nike, dating back to February 2015. The biggest stories include Nike acquires RTFKT, an NFT studio founded in 2020, for an undisclosed sum; RTFKT raised... and RTFKT, the digital wearables NFT startup Nike acquired in 2021, is shutting down by the.... Frequently covered alongside Apple, Amazon, NFT, RTFKT, and Facebook.

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