After brands like Nike, Starbucks, Draftings, Puma and Reebok have looked forward to the Frenzy Nft, they completely retreat or abandon their projects.
This pivot raises questions about the sustainability of NFT in traditional industries and shows the challenges of the integration of assets based on blockchain in long -term commercial strategies.
The NFT market landscape
In 2021, the NFT exploded with a trade in the arrow and celebrity mentions. The big brands quickly seized the opportunity, by launching NFT collections to attract informed consumers and explore new sources of income.
Nike has acquired RTFKT to create virtual sneakers, Starbucks presented the Odyssey NFT and Draftkings program joined the NFL Players Association (NFLPA) for the Reignmakers game. Likewise, Puma and Reebok joined the fray with their Super Puma and NST2 projects.
However, the volatility of the NFT market quickly exposed its weaknesses. By 2024, NFT trading volumes had dropped and many projects have not provided lasting value. The total NFT trading volume is much lower now than at the top in 2021.
NFT speculative bubbles, brands flee
An important case is Nike, which closed RTFKT in December 2024, triggering a collective appeal in April 2025 in Brooklyn, New York. Led by Australian investor Jagdeep Cheema, the trial alleys that Nike caused the NFT RTFKT to fall, from an average of 3.5 ETH ($ 8,000) in 2022 to 0.009 ETH ($ 16) in 2025.
The applicants say Nike has sold “unregistered titles”, resulting in more than $ 5 million in damages. This case highlights a broader legal problem: the unclear statute of NFT as titles, which continues to fuel disputes across the United States
Likewise, Starbucks ended its Odyssey NFT program in March 2024, just two years after its launch. The release of Starbucks reflects the difficulty of integrating NFT into everyday consumption experiences, especially when the technical complexities dissuade consumer users.
Draftings were also faced with controversy when she closed the reigns in July 2024, leading to a trial of $ 65 million from the NFLPA. The association has accused the productions of draft violation of its contract by refusing to honor payment commitments, arguing that the drop in the NFT market was not an excuse.
Meanwhile, Puma and Reebok have become silent. Puma’s Super Puma NFT project, launched in 2023 to celebrate its 75th anniversary, generated an initial buzz but has not seen any other update. Likewise, the NST2 collection of Reebok, created with the rapper A $ AP Nast in 2021, sold in a few minutes but was not followed by new projects. The silence of the two marks signals prudence while the speculative bubble NFT deflates and the interests of consumers are based.
Why do brands choose to back off?
Several factors explain this retreat. First, the NFT market has become supersaturated with unique value projects, causing the collapse of trading volumes.
Second, legal and regulatory uncertainty exposes brands to the risk of dispute. The proceedings against Nike and Draftkings illustrate the dangers of the operation in an unless regulatory space.
Third, technical problems, such as RTFKT NFTS, are not displayed after Nike closed the servers, eroded the confidence of consumers and revealed the fragility of centralized NFT platforms.
Finally, high blockchain transaction costs and Ethereum networks have discouraged brands and consumers.
The retreat of major brands does not report the death of the NFT. It simply indicates a change to more sustainable models.
“The next growth wave is not to continue a trend – it involves unlocking new types of property and access that feel from the internet generation”, Alexander Salnikov, co -founder of Rarible, said in an exclusive interview with Beincrypto.
Projects offering tangible utility, such as active assets or loyalty programs with clear advantages, are more likely to last. Brands can also rotate hybrid strategies, mixing physical and digital experiences to avoid purely speculative NFT traps.
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