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The man at the helm during this groundbreaking acquisition was John Donoho, who became Nike's CEO in early 2020. Donoho came with a wealth of experience from his time at eBay and was recognized for his digital savvy. When the NFT trend began to gain traction, he understood the potential and wanted to position Nike as a leader in this innovative space. In December 2021, he stated, “This acquisition is another step that accelerates Nike's digital transformation.” The aim was clear—to merge the realms of sports, creativity, gaming, and culture through the new medium of NFTs.