Nike's RTFKT, which makes virtual collectibles, including sneakers, on Monday announced it will cease operations by the end of January. A Nike RTFKT shoe was part of a recent sneaker exhibit at the Portland Art Museum. “Future Now: Virtual Sneakers to Cutting-Edge Kicks,” co-organized by the American Federation of Arts and the Bata Shoe Museum

Nike Inc. is shutting down its digital sneaker division RTFKT as the world’s largest athletic-wear company realigns priorities under a new chief executive officer.

Paige Bueckers' custom Nike G.T. Hustle 3 is dropping Saturday, with the UConn star becoming the first NIL athlete to get their own player edition from

In August, Bueckers also signed an NIL deal with Unrivaled, the new winter 3×3 professional league co-founded by Breanna Stewart and Napheesa Collier. In doing so, she became the first NCAA athlete to receive ownership equity in a league. She is expected to play in it next year.

The record-setting UConn Huskies star is also the first NIL athlete to get their own Nike player edition shoe.