Scenes From The Latest RTFKT x Nike Hoodie Drop: Building Out Digital Fashion

Last week, RTFKT x Nike's AR Hoodie NFT mint was met with backlash as people complained that the minting experience was difficult to manage. How will the learnings from this drop impact the future of digital fashion?

Scenes From The Latest RTFKT x Nike Hoodie Drop: Building Out Digital Fashion
Photo courtesy of RTFKT/Nike

Last week, the RTFKT x Nike AR Hoodie NFT drop happened on July 21, with a private NFT mint open for all holders of CloneX or Cryptokicks NFTs. At a price of 0.2 ETH, you would receive an exclusive virtual hoodie that also incorporated elements of augmented reality (AR) to showcase things like interactive wings attached to the hoodie. You would now have the ability to ‘equip’ your CloneX avatars with this digital hoodie.

The launch was met with backlash on Twitter, as people complained that the minting experience was difficult to manage. Some people reported waiting several hours in a queue to find out that the hoodies were sold out or getting kicked out of line. RTFKT sent out a tweet apologizing and saying that they had taken note of the feedback. You can still buy one of these AR Hoodies on the secondary market, where they are currently trading at a 0.24 ETH floor price on OpenSea, but it will be too late to forge the physical hoodie after July 25th.

For those lucky enough to mint the NFT hoodies, RTFKT then enabled you to ‘forge’ those NFTs, meaning that you would then receive a real-life physical version of the hoodie for free. The hoodies should be delivered over the next few months and come with an NFC chip that allows people to authenticate that the hoodie is legitimate, tying each limited edition physical hoodie with its limited edition NFT equivalent. While the Hoodie Drop did have a few hiccups, the overall community is strong.

Since Nike bought the NFT Fashion Brand RTFKT at the end of last year, they have created several different digital products including the CryptoKicks, the MNLTH, and the Alpha Meta ‘web3 perfume.’ There’s a term being used often these days called ‘phygital,’ which describes products that are simultaneously part-digital and part-physical. While this concept is still fairly new, RTFKT seems at the forefront of building out ‘phygital.’

RTFKT also recently opened up commercial rights and 3D files for all CloneX holders, meaning that any owners of CloneX NFTs can now legally monetize content, merch, or any other product ideas using the Clone IP. This provides creators of all types with a new financial incentive to build things within the RTFKT ecosystem, which is very much in line with RTFKT’s philosophy of being decentralized, global, and community-driven.

Looking at RTFKT’s range of NFTs–you now have the ‘human’ avatar (CloneX), you have the shoes (CryptoKicks), and now you have clothing (AR Hoodies). I would expect that the range of apparel and accessories RTFKT produces will continue to increase as both the brand releases more products and as the global community of creators independently build products. You could imagine a world where being the owner of RTFKT products could allow you exclusive access to RTFKT/Nike events, products, or experiences.


This is still the early stages of RTFKT’s journey building out a digital fashion brand within Nike and Nike’s brand and resources provide RTFKT with the firepower to be successful. One of the biggest advantages might come from Nike’s athlete relationships. Just recently, we saw Serena Williams announce that she now owns an RTFKT CloneX.

Could we see a world where all Nike athletes own a CloneX and potentially all the subsequent digital fashion products available to CloneX holders? Let’s watch the RTFKT x Nike relationship carefully to see how sports and fashion intersect in the wild, wonderful world of NFTs.