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NIKE ACQUIRES VIRTUAL SNEAKER X FASHION NFT SITE RTFKT

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NIKE, INC. announced today the acquisition of RTFKT, a leading brand that uses cutting-edge innovation to create next-generation collectables that combine culture and gaming.

“This acquisition accelerates Nike’s digital transformation and enables us to serve athletes and creators at the intersection of sport, creativity, gaming, and culture,” says NIKE, Inc. President and CEO John Donahoe. “We’re bringing on board a very talented team of creators with an authentic and connected brand.” Our strategy is to invest in the RTFKT brand, to serve and grow their innovative and creative community, and to broaden Nike’s digital footprint and capabilities.”

RTFKT, founded in 2020 by Benoit Pagotto, Chris Le, and Steven Vasilev, is a trailblazing and innovative brand that pushes the boundaries of physical and digital value to serve their diverse community of creators. This committed team uses cutting-edge game engines, NFTs, blockchain authentication, and augmented reality to create one-of-a-kind virtual products and experiences.

“This is a once-in-a-lifetime opportunity to build the RTFKT brand, and we are excited to leverage Nike’s foundational strength and expertise to build the communities we care about,” says Benoit Pagotto, one of RTFKT’s co-founders. “Nike is the only brand on the planet that shares our deep passion for innovation, creativity, and community, and we’re excited to grow our brand that was fully formed in the metaverse.”

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NIKE’S NEW RECYCLED COLLECTION

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“Move to Zero” is Nike’s new trainer range consisting of their most sustainable shoes to date. Produced by eco-friendly materials, such as recycled cork from the wine industry or bark that’s produced in a way that isn’t harmful to the tree, each pair are 20% recycled materials.

The soles of the trainers are an outcome of the Plant Cork Pack, a process that infused the cork into the rubber sole. This product release marks Nike’s air to become ‘zero carbon and zero waste’.

The collection includes both new and updated trainer designs; you can purchase the beloved Air Force 1 or Blazer Mild and Air Max alongside a new silhouette, Nike Crate Impact. Their Air VaporMax 2021 is one of their ‘most sustainable shoes to date’ as it’s produced by over 50% recycled resources.

The capsule is inspired by ‘the natural world’ but it isn’t just the sole’s that are eco-friendly, ‘Each shoe is dedicated to a plant we love and brought to life through embroidered botanical designs, scientific infographics and dye sourced from the plant itself.’ Dohnn Ball, on the Plant Cork Pack team, revealed further the inspiration behind the trainer designs, saying, ‘On each shoe we are highlighting a plant, and whatever colour that plant is processed into is the accent colour on that shoe”.

[Image Source: Nike]

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JACK DANIELS X THE SHOE SURGEON: FINELY CRAFTED

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Sneakerheads rejoice: now you can explore The Shoe Surgeon’s studio in interactive 3D, for a taste of where that custom sneaker magic happens. Finely Crafted shares the secrets of the latest Jack Daniels/Shoe Surgeon collab—and gives fans a chance to trip to Los Angeles to tour the studio for real.

Created by MediaMonks, a global creative production company that crafts amazing work for leading businesses and brands. Explore the space for yourself here.

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BLUP50 KELLY ANNA LONDON X NIKE TO CREATE ‘RUN PAST THE FUTURE’

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This artist in residence continues to blow out minds 

After her trip to Nike’s head office in Portland in the US, to design her own running collection in collaboration with the team at Nike. ‘Run Past The Future’ is a menswear collection that has already been worn by the likes of singer Justin Timberlake and athlete Craig Engels.

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