Nike's NFT controversy shows the risk of jumping on passing trends

Nike NFT sneakers
(Image credit: Nike)

Remember NFTs? Back in 2021 they were the talk of the art world, and big brands wanted in (see our piece on what are NFTs? if you blinked and missed it all). Nike entered the fray when it bought the 'digital shoe company' RTFKT.

But like many gambles during the NFT boom, things didn't work out. Nike's closed the company, and now it's been sued.

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Joe Foley
Freelance journalist and editor

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.