RTFKT, which was acquired by Nike last December, has just purchased the Ethereum domain name “DotSwoosh” for $35,000, and now has 10 domains with Ethereum Name Service (ENS). In this perspective, the comma brand aims to consolidate its position in the metaverse and non-fungible tokens (NFTs) ecosystem.
A new domain name for RTFKT
RTFKT, the Web3 arm of U.S. brand Nike, has just purchased a new Ethereum domain – or Ethereum Name Service (ENS) – “dotswoosh.eth” for the equivalent of 19.72 ETH, or $35,000 at the time of acquisition.
Now, RTFKT owns nearly 10 domain names within ENS. These include artifacts.eth, rtfkt.eth, mintvial.eth, and dripcoin.eth. Also, the brand has not yet communicated on the reasons for this new purchase.
However, the idea would be to use the domain to issue ENS subdomains, as these are controlled by the holder of the main domain name.
For example, Nike might intend to offer some non-fungible token holders (NFTs) the opportunity to register an ENS subdomain (e.g., brian.dotswoosh.eth).
Regardless, this move demonstrates a desire to control a range of brands in this ecosystem.
Nike positions itself in the metaverse and NFTs
The American firm is looking to consolidate its position in the world of metaverse and NFTs. That’s why it also replicates its model in this universe by filing a set of patents and logos.
In this perspective, the comma brand bought the NFT studio RTFKT last December. Strategic action since the startup is specialized in the creation of virtual sneakers in the form of NFTs.
In the continuity, Nike has created Nikeland, a virtual space dedicated to the brand and has registered the Nike swoosh and Jumpman logos for the metaverse.
Thus, there is no doubt that the company wants to get more and more involved in this ecosystem, especially to attract new consumers.
