Nike announced yesterday that it has acquired NFT specialist Rtfkt.

Just recently, we reported on German startup Flowers to Society, which is taking a similar approach.

Rtfkt is a company that uses the latest technology and innovations to offer next-generation collectibles that combine culture and gaming. More specific details on the acquisition itself, the sporting goods company did not disclose.

“The acquisition of Rtfkt is another step in driving Nike’s digital transformation,” said Nike CEO John Donahoe. Nike’s plan, he said, is to “invest in the Rtfkt brand, mentor and grow its innovative and creative community, and expand Nike’s digital presence and capabilities.”

The company, founded in 2020, works with programs for video game development, non-fungible tokens (NFTs), blockchain authentication and augmented reality. Rtfkt uses these technologies for virtual products. With the acquisition, Nike continues its entry into the digital world. As recently as mid-November, the company unveiled “Nikeland,” a virtual world as part of the online game Roblox.

We remain curious to see what else is in store for us.