All you need to know about the Nike & RTFKT MNLTH NFT

In the world of sneakers, a few iconic names reign supreme. One of those is Nike, which has been around for over 50 years and continues to produce some of the most popular shoes in the world.

Recently, Nike partnered with RTFKT to create an exclusive line of sneaker NFTs that are sure to be a hit among sneakerheads. Yes, that’s right. Nike is making virtual shoes. You do want your online avatar to look stylish in the latest kicks, right?

If you’re curious about this new collaboration or just want to learn more about NFTs in general, read on!

Nike and NFTs: A new partnership

Nike is one of the most well-known brands in the world, and for good reason. Founded in 1964, Nike has been providing high-quality sneakers for over half a century. In that time, they’ve become one of the most popular shoe brands among athletes and non-athletes alike.

Recently, Nike has been partnering with different companies to create exclusive lines of sneakers, and their latest collaboration is with RTFKT.

Nike is no stranger to partnerships, but their recent team-up with RTFKT is definitely one of the more unique ones.

For those who don’t know, NFTs (or non-fungible tokens) are a type of digital asset that can be bought, sold, or traded like any other cryptocurrency. However, unlike Bitcoin or Ethereum, NFTs are not interchangeable – each one is unique and cannot be replicated. This makes them perfect for collectibles like art, music, or in this case – sneakers.

The Nike x RTFKT collaboration

On April 25, Nike and RTFKT finally revealed the contents of their MNLTH NFT collectible series: a pair of digital Nike Dunk shoes with multiple skins.

Those who received the Nike and RTFKT MNLTH NFT, an airdropped cryptic virtual package, had to complete a series of challenges and riddles before they could get access to the NFT vault on RTFKT’s website. “CryptoKicks,” a skin vial, and another MNLTH NFT were found in the box. This suggests that there is yet another drop in the works.

The Nike x RTFKT collection features three exclusive virtual sneaker designs that can only be purchased as NFTs. The shoes themselves are pretty sleek, with a black and white color scheme and minimal branding. But it’s the NFTs that really make this collection special.

Each NFT in the Nike x RTFKT collection can be used to unlock exclusive content and experiences. For example, the Air Max 270 NFT can be used to access an augmented reality game that lets you customize your own pair of shoes.

Similarly, the React Infinity Run NFT can be redeemed for a digital running coach that will help you improve your race times. And finally, the Zoom Pegasus Turbo NFT unlocks a series of challenges that tests your speed and agility.

What does the partnership mean for Nike and RTFKT?

Nike’s long-term goal of eclipsing its rivals in the metaverse has been further solidified with the release of the much-anticipated initiative. In 2021, after RTFKT was lauded as the supreme brand of digital fashion, the shoe giant purchased the digital-fashion company and has since filed many metaverse-related trademark applications.

Nike Digital continues to be the fastest-growing segment of the company’s marketplace, accounting for 26 percent of Nike’s overall sales, in no small part due to this new partnership.

RTFKT is a relatively new company, but they’re already making waves in the virtual community. Their mission is to create shoes that are stylish and one-of-a-kind. This latest collaboration with Nike is sure to be a hit, as it combines the virtual fashion of RTFKT with the iconic Nike brand.

For Web3, Nike and RTFKT are a perfect fit because of their shared belief in the significance of community and their like-for-like nature. While Nike’s openness to new ideas and various viewpoints has made it a household name, RTFKT’s focus on bringing streetwear and limited-edition releases to the internet world is the company’s main goal.

Over 200,000 people saw RTFKT’s Instagram post announcing the MNLTH drop on Friday, a result of the firms’ underlying skills and awareness of the sneaker community, as well as their willingness to experiment in the metaverse.

A brand’s real-world story must be translated into the virtual environment for collaborations to be successful in the metaverse. The MNLTH series seems to have achieved this.

The rise of competition after Nike x RTFKT

One of the most unique aspects of this collaboration is that the shoes are available as NFTs. NFTs, or non-fungible tokens, are digital assets stored on a blockchain. This means that each pair of shoes is completely unique and can’t be replicated. In addition, these virtual sneakers can be traded or sold like other digital assets, which makes them very valuable.

It’s no secret that Nike is one of the biggest names in sneakers, but they’re not the only game in town. In recent years, a number of other brands have been making a name for themselves in the sneaker world. Brands like Adidas, Puma, and New Balance have all released their fair share of popular shoes. And with the success of the Nike x RTFKT collaboration, it’s likely that we’ll see more partnerships between sneaker brands and NFTs in the future.

On April 28, Adidas will launch an avatar-creation platform called Adidas x Ready Player Me that will compete with the label’s physical competitors. Could Nike’s latest release represent the beginning of a quick rise to prominence as one of the metaverse’s top digital powerhouses? No one knows for sure yet.

Final thoughts

Nike’s latest release is a sign of the times. NFTs are becoming more popular, and other sneaker brands are starting to take notice. Given the fact that Adidas has already launched its own virtual platform, it won’t be a surprise if we soon see other shoe manufacturers entering the digital footwear game.

We can’t wait to see what comes next in the world of virtual fashion.

Chat with the expert NFT promoters and marketers at Mooning

Sure, all the examples of NFT promotions we listed are from global brands with endless coin to throw at their campaigns. But you really don’t need a crazy-high budget to see some seriously incredible outcomes – as long as you know the delicate intricacies of building a killer NFT marketing strategy!

If not, no worries – Mooning is here to take care of everything for you and make sure you see the most amazing ROI you’ve ever seen before. Our team has the knowledge and experience to promote your NFTs in order to deliver maximum awareness and interest, driving the sales prices up sky-high and beyond.

We provide a full suite of expert NFT marketing services and go above and beyond for every one of our clients to ensure only the best results. Our team will help with everything from minting, listing and selling, NFT creator sourcing, community management and campaign conceptualisation.

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