Nike Divests Virtual Subsidiary RTFKT as Lego Revolutionizes Bricks with Interactive Technology

The retail landscape is shifting as Nike exits its dedicated virtual sneaker business while Lego integrates "Smart Play" technology into its physical products. Meanwhile, Amazon’s controversial new "Buy for Me" feature is sparking debate among small businesses over non-consensual e-commerce listings.

By: AXL Media

Published: Feb 13, 2026, 9:43 AM EST

Source: This report is a comprehensive analysis based on data originally documented by Retail Dive.

Nike Sells RTFKT Amid Virtual Pivot

Nike has officially divested RTFKT, the virtual products and experiences company it acquired in 2021. The sale, confirmed to have transitioned to an unnamed buyer on December 17, follows Nike's decision to shutter the virtual sneaker specialist approximately one year ago. While terms of the deal were not disclosed, Nike will continue its digital investments through its. Swoosh platform, which remains operational. This move comes after the departure of Ron Faris, Vice President and General Manager of Nike Virtual Studios, this past summer.

Lego Unveils "Smart Play" Technology

The Lego Group is bridging the gap between physical and digital play with its new "Smart Play" system. Launching this year, the system incorporates:

Smart Bricks: Equipped with light and sound sensors and miniature speakers.

Smart Tags and Minifigures: Designed to interact with the bricks to create screen-free, narrative experiences.