Future+ Fridays | Issue41

1. Nike shuts down RTFKT while Adidas pushes Web3 innovation

What's happening: Nike's virtual fashion and sneaker brand RTFKT, acquired in 2021, will shut down in January 2025. The closure was announced on December 2 via X, with plans for a memorial website to showcase the brand's work. Meanwhile, Adidas is continuing to explore Web3 innovations, launching physical shoes tied to NFTs in partnership with STEPN (read a previous issue on their partnership here).

TLDR:

• RTFKT, founded in 2020, rose to fame during the NFT boom, generating $185.3M in NFT sales revenue through virtual sneakers and phygital products.

• Acquired by Nike in 2021, the deal was seen as a landmark move bridging sportswear and Web3 innovation.

• The brand collaborated with high-profile partners, including Takashi Murakami, Rimowa, and Ledger.

• Declining NFT values and lack of traction with Nike’s mainstream audience prompted the shutdown under CEO Elliott Hill’s leadership. RTFKT will cease all Web3 services by January 2025 and launch a memorial website to archive its achievements.

• Critics on social media are calling the shutdown a “rug pull,” leaving uncertainty around the fate of existing RTFKT NFTs.

• Nike had launched its own Web3 platform, .SWOOSH, in November 2022 influenced by RTFKT’s expertise, which earlier this year shifted its focus from NFT to gaming.

• In contrast, Adidas has advanced its Web3 initiatives through its partnership with STEPN, launching 1,200 physical Ultraboost 5 running shoes tied to NFTs as part of their ongoing collaboration that began in April 2024.

Why it matters: RTFKT’s closure highlights the challenges of Web3 brands in maintaining relevance as NFT demand declines. Nike’s decision signals a strategic shift away from speculative digital ventures to focus on its core business and audience. In contrast, Adidas is doubling down on its Web3 efforts by integrating NFTs with physical products, showing how some brands are innovating in the space even as others step back. This divergence illustrates the evolving strategies among sportswear giants in the NFT and digital fashion ecosystem.

2. FIFA teams up with Mythical Games to launch NFT-powered mobile game, FIFA Rivals

What's happening: FIFA and blockchain gaming studio Mythical Games are set to release FIFA Rivals, a free-to-play mobile soccer game, in Summer 2025. Built on the Mythos blockchain, the game will feature collectibles and tradable NFT-based soccer player cards.

TLDR:

• FIFA Rivals is a free-to-play mobile arcade-style soccer game launching on iOS and Android in Summer 2025.

• The game is built on the Polkadot-supported Mythos blockchain, emphasising Web3 technology and digital asset ownership.

• Players will collect and trade NFT-based soccer player cards to build squads and compete in real-time matches. The mobile-first accessibility aims to attract a broad, tech-savvy global audience.

• FIFA Rivals follows FIFA’s earlier forays into blockchain, including collaborations with four blockchain startups for the 2022 World Cup.

• Mythical Games, known for titles like NFL Rivals and Blankos Block Party, brings its expertise in Web3 gaming to the project.

• Mythos blockchain’s features include a play-to-earn economy, cross-chain infrastructure, and esports support.

• The game is part of FIFA’s broader strategy to innovate after its 2023 split with EA Sports, as it seeks to diversify gaming partnerships and cater to younger audiences.

• Mythical’s CEO expects strong engagement, citing the success of their existing games, which have seen millions of players.

Why it matters: FIFA Rivals bridges blockchain innovation and sports entertainment, offering fans a new way to engage with soccer. By leveraging NFTs, the game introduces ownership and monetisation opportunities within a play-to-earn ecosystem. This move aligns with FIFA’s post-EA Sports strategy of reaching new audiences while capitalising on the growing demand for mobile and Web3 gaming experiences.

3. DeepMind unveils Genie 2: revolutionising 3D world creation

What's happening: DeepMind has introduced Genie 2, a powerful AI model capable of generating interactive and realistic 3D worlds in real-time from text or image prompts. This successor to Genie 1 can simulate diverse environments, complete with object interactions, animations, lighting, reflections, and in 720p resolution, playable with a keyboard and mouse.

TLDR:

• Genie 2 is a cutting-edge AI model for generating interactive 3D environments from text prompts or images, expanding on Genie 1's capabilities.

• It uses extensive video data for training, enabling simulations with object interactions, animations, lifelike lighting, reflections, and NPC behaviour.

• The model supports multiple perspectives, including first-person and isometric views, producing coherent environments for up to a minute, though most examples run for 10–20 seconds before image quality softens and consistency diminishes.

• Key improvements include reduced artifacts, inconsistencies, and hallucinations, as well as "memory" capabilities that allow the model to recall and render unseen parts of a scene when revisited.

• Concerns remain about undisclosed training data sources, including speculation that copyrighted material, such as video game or YouTube content, may have been used during training. Google has implied entitlement to use YouTube content under its terms and conditions, which raises questions about intellectual property use.

Why it matters: Genie 2 is a significant advancement in AI-generated 3D environments, enabling faster, more efficient creation of interactive virtual worlds. Its "memory" capabilities add a new level of realism, allowing for consistent and immersive experiences that could revolutionise industries like gaming, storytelling, and training simulations. By providing tools for rapid prototyping and accessible world-building, Genie 2 empowers creators, educators, and researchers to explore new creative and functional possibilities. It also enhances AI learning environments, fostering smarter and more adaptable systems. While questions about intellectual property use remain, Genie 2’s potential to transform how we interact with and design virtual worlds is undeniable.

4. Louis Vuitton x Takashi Murakami: A nostalgic revival of an iconic collaboration

What's happening: Louis Vuitton is reigniting its iconic collaboration with Japanese artist Takashi Murakami, over 20 years after their groundbreaking partnership debuted, with a new collection launching in January 2025.

TLDR:

• Louis Vuitton first collaborated with Takashi Murakami in 2003 under Marc Jacobs’ creative direction, at a time when collaboration between artists and designers were not commonplace.

• Back in 2003, this first collaboration called ‘Monogram Multicolour’ redefined the concept of luxury and profoundly influenced the aesthetics and culture of the early 2000s while finally attracting attention of younger customers and generating 10% of the brand’s total revenue that year.

• Murakami reimagined the LV monogram with bold rainbow colours which was an instant hit. The partnership produced other notable collections, including Cherry Blossom and Cerises.

• Louis Vuitton is revisiting this collaboration for a 2025 drop which includes nostalgic favourites like the Multicolour Monogram, Panda motif, and Cherry Blossom, which are launched as re-edition for the occasion.

• Louis Vuitton remastered the teasers from 2003 for the occasion.

• The announcement was made via Louis Vuitton’s Instagram, sparking excitement for the nostalgic re-edition.

Why it matters: Louis Vuitton and Takashi Murakami’s original partnership set the standard for high-fashion and art collaborations, redefining luxury branding in the early 2000s. This nostalgic revival taps into the growing appetite for Y2K aesthetics while celebrating an enduring creative synergy. For fans, it’s a chance to own pieces that blend heritage with contemporary artistry, making it a highly anticipated launch for collectors and fashion enthusiasts alike.

5. The rise of Gen Alpha influencers is reshaping social media and consumer culture

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What's happening: Gen Alpha, children born after 2010, is emerging as a powerful group of social media influencers, sparking debates around consumerism, safeguarding, and the future of marketing strategies targeting young audiences.

TLDR:

• Gen Alpha influencers are mostly kids aged 9–12 (born between 2010 and 2014), also known as ‘iPad kids’, are gaining prominence as "tweenfluencers," creating relatable content around school, gaming, toys, and fashion.

• Their fluency in social media and technology enables spontaneous, authentic content that appeals to their peers.

• TikTok dominates youth engagement, with kids aged 4 to 17 spending an average of 112 minutes daily on the platform, surpassing YouTube as the top streaming site for kids. According to Morning Consult, 65% of children aged 8 to 10 spend up to four hours a day on social media.

• Gen Alpha drives trends like the "Sephora Kids" phenomenon, influencing the beauty industry and beyond.

• Young consumers seek inspiration and advice from real people, including online friends and brand ambassadors. A study found that 55% of kids are inclined to purchase a product if their favourite YouTube or Instagram star uses, wears, or consumes it but also, 49% of kids trust influencers as much as their family and friends for product recommendations. They are more likely to relate to and be influenced by people their own age - The Tweefluencers.

• Countries like Australia and China are imposing stricter social media usage laws to safeguard children, with Australia banning social media for under-16 years old kids and China limiting the screen times depending on age.

• Brands are partnering with The Tweenfluencers despite moral concerns, as Gen Alpha's spending power is projected to surpass that of Millennials and Gen Z combined.

Why it matters: The rise of Gen Alpha influencers underscores a shift in digital culture and consumer behaviour, highlighting the immense influence this generation wields despite their age. While they offer brands a direct line to younger audiences, this trend also raises ethical concerns about exploitation, maturity, and the blurred lines between advertising and genuine content. As regulations tighten, the balance between innovation in marketing and protecting childhood is becoming a global conversation.