By the end of 2024, major sports brands have made completely opposite choices in the digital asset space. Nike announced it will shut down its virtual sneaker studio RTFKT in early 2025, while Adidas officially launched the ALTS digital avatar series, which had been in preparation for three years.

The same polarization phenomenon is spreading throughout the industry. Over the past four years, almost every leading consumer brand has attempted to venture into NFTs and digital assets. But now, attitudes are clearly polarized—some are strategically shrinking, while others are increasing their investments. This shift reflects the transition of Web3 applications from the hype phase to a more rational implementation stage.