After the RTFKT "Image Missing" Incident, Nike Faces $5 Million Class Action Lawsuit, Where Does the Future of NFTs Stand?

By: blockbeats|2025/04/27 07:35:16
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On April 24, it was discovered that the image data of the CloneX project from the former top-tier blue-chip NFT studio RTFKT was unable to display on major trading platforms. Instead, a banner stating "This content has been restricted, using Cloudflare's services in this manner violated the Terms of Service" was shown, sparking discussions in the community.

Then, on April 25, a day later, its parent company Nike was sued. RTFKT NFT buyers, led by Australian resident Jagdeep Cheema, filed a proposed class-action lawsuit in the Brooklyn federal court in New York, claiming significant losses after Nike abruptly shut down these operations. How did the once Nike-acquired powerhouse NFT trend IP project fall to this situation?

After the RTFKT

Nike of the Metaverse — RTFKT

The name RTFKT comes from its similarity in pronunciation to the English word "artifact," representing its brand philosophy. Initially, it was merely a digital sports brand aiming to create the "Nike of the Metaverse"; however, as more and more traditional brands chose to collaborate with NFT projects, the linkage between adidas and BAYC, PUNKSComic, and the joint issuance with Takashi Murakami urged RTFKT to release CloneX.

It was this opportunity that made the crypto community more familiar with this brand, and then the real Nike acquired this "Nike of the Metaverse." Dominating the top of the charts with over 40 collaborative projects, from Takashi Murakami to Jeff Staple, from RIMOWA to Nike, it was one of the most sought-after top-tier trend IPs in the crypto world.

RTFKT Studio's Hardcore Rug Pull

Then, in December 2024, a shocking announcement came like a bolt from the blue. In this statement, the CloneX project team announced the termination of RTFKT's operations. This studio, acquired by "Nike," unilaterally declared the termination of operations with almost no warning. At that time, the NFT market was experiencing a resurgence, yet this move caused CloneX's floor price to plummet by over 60%.

RTFKT Co-founder Benoit Pagotto once mentioned in an interview when discussing RTFKT's advantages compared to traditional industry giants: "We have resources that they don't have, which is our culture that they don't have — crypto culture. They can't possibly spend a significant amount of time, every day, learning this knowledge." Crypto KOLs sarcastically remarked that CloneX's initial release used GoDaddy and Cloudflare for "storing small images" and through a Dutch auction mechanism, achieved $100 million in sales.

The Last Man Standing

Just when one thought that this sarcasm was coming true four years later, numerous holders stared at their CloneX on OpenSea and Blur, shouting "I Got RUG by Nike." Perhaps this is the crypto culture Benoit mentioned, where even if the project team "rugs" the project, as long as the "token" is still there, there is a possibility of community governance. However, when even the images themselves disappear, this logic seems hard to hold.

Amidst this storm, almost only one team member stood up to take responsibility. Samuel Cardillo claimed that since early April, the team had planned to decentralize all NFTs, so they did not renew the contract with Cloudflare. However, Cloudflare mistakenly advanced the expiration date of this contract worth over $500,000 annually, which was originally scheduled to expire on April 30, several days early.

Although RTFKT faced intense "FUD" at the time of the incident, Samuel's intense engagement with netizens and problem-solving attitude won the community's respect, leading to him being called the "last man standing." In stark contrast, Zaptio, who had not posted on X for a long time, uploaded 20 dynamic posts of his exciting "retirement life" on Instagram.

Justice Served? The Sued Rug NFT

On the day following RTFKT's "image loss," Nike was hit with a class-action lawsuit. In fact, being "rugged" in the Crypto world is not uncommon, but very few manage to recover their assets. The class-action lawsuit mainly comprises two accusations: first, Nike violated consumer protection laws in New York, California, Florida, Oregon, and other states, and second, that the RTFKT NFT is an unregistered security. Nike failed to disclose relevant regulatory risks, thus violating U.S. securities laws. Although the determination of whether NFTs can be classified as securities is currently unclear, there have been previous cases where consumers of NFTs have received compensation.

Prior to this, O'Neal and his son Myles O'Neal co-founded and promoted the Astrals NFT project based on the Solana blockchain, which included 10,000 3D avatar NFTs designed by artist Damien Guimoneau. The project promised to create a virtual world called "Astralverse," where users could engage in social and gaming activities through NFTs. O'Neal, under the persona "DJ Diesel," promoted the project in the community and on social media.

Like many NFT projects, Astrals experienced a sharp drop in value after the FTX collapse. Until May 2023, investors such as Daniel Harper filed a collective lawsuit alleging that O'Neal promoted an unregistered security, "Astrals NFT," in violation of U.S. securities laws. The plaintiffs claimed that O'Neal's celebrity effect induced investment. In August 2024, Florida Federal Judge Federico Moreno ruled that the plaintiffs adequately alleged Astrals NFT to be a security and that O'Neal, as the seller, attracted investment through his promotional activities. In November, O'Neal agreed to pay a $11 million settlement to end the lawsuit, with $2.9 million allocated for legal fees and the remaining amount compensating investors who purchased Astrals NFTs from May 2022 to January 15, 2024.

However, some professionals believe that projects involving individuals like O'Neal differ. As the legal status of NFTs remains unclear, the Nike case may not serve as a breakthrough for securities law violations, and there may not be a $5 million settlement. Nevertheless, Nike is likely to "pay some money" to appease the public.

How Should NFTs Be Stored?

The worst option for storing NFT data is on centralized servers like Cloudflare or Amazon. If an NFT project's metadata and media files are stored on a server, and the creator stops maintaining that server, the data will be lost forever, ultimately rendering the NFT blank. Therefore, most NFT projects balance image quality and operating costs by choosing IPFS and Arweave mentioned above.

Decentralized Storage

The most commonly used option by most project teams is IPFS (InterPlanetary File System), a content-addressed decentralized storage protocol. IPFS uses the hash generated from the file itself as a unique identifier, allowing users to retrieve content from any node using this hash. This approach eliminates the reliance on a single server, inherently possessing censorship-resistant and fault-tolerant features, freely flowing like water between global nodes. However, the downside is apparent—IPFS does not automatically guarantee persistent file storage; content availability depends on whether nodes continue to store it. Therefore, many project teams need to proactively "pin" files or use professional services to ensure long-term data availability.

The RTFKT team claims to have uploaded image data to Arweave via ArDrive, a decentralized file storage network that, unlike IPFS, ensures the persistence of file storage. Users pay a one-time fee to cover the storage cost for 200 years "or longer." Miners in the Arweave network are incentivized to use AR tokens to replicate and store additional copies of data that other miners store infrequently. This ensures that files will not be lost over time without the need for continuous maintenance by the original uploader.

Blockweave Storage Data Structure

Arweave stores data in the structure of Blockweave, where each new data block is linked to the previous block and a historical block. Miners must prove they had the opportunity to access these randomly selected historical blocks to mine a new block and receive rewards, ensuring that earlier blocks are preserved.

Using IPFS or Arweave is much better than relying on centralized storage, but it still requires off-chain referencing. Storing NFT metadata and media on the same chain as the NFT is the most resilient method, but on-chain data storage is costly. Therefore, a common trend in the NFT space is to keep metadata on-chain and media off-chain, although for the crypto-native culture, a purely on-chain NFT community is indispensable, often more pure and robust.

On-Chain NFTs on Ethereum

NFT projects like Nouns and Loot have long implemented fully on-chain storage of SVG images on Ethereum. Taking Nouns as an example, the project uses custom run-length encoding (RLE) to losslessly compress each part of the image and stores the compressed data directly on-chain, without relying on external pointers like IPFS, etc. Subsequently, this compressed data is decoded into an intermediate format and concatenated through on-chain batch string manipulation to generate an SVG set of shapes, eventually forming the complete SVG image, which is then base64 encoded.

Although quite complex and uploading SVG images of this kind to high-precision NFT platforms like Azuki or CloneX is impractical, it does not diminish the appeal of "on-chain" NFTs. They often transcend the NFT itself and represent a certain culture or community power, such as Nouns DAO, which is dedicated to building identity, community, governance, and a treasury for community use. Nouns are still active in many projects within the Base ecosystem.

Loot's founder, Dom Hofmann, was previously a co-founder of Vine and had a side project of creating a text-based adventure game called Loot. During the development process, he wrote a random item generator, a software that could return various weapon, armor, and accessory names, which led to the birth of Loot.

In the Loot project, images are directly embedded in the smart contract in SVG format, returned via tokenURI, and can dynamically change based on on-chain data, thereby achieving fully on-chain, dynamically generated characteristics.

While its presentation may seem very simple, consisting only of text and simple graphics, the meaning behind it is more profound. Dom was once asked, in building a world, who would contribute how much for free? He responded, "Ultimately, these are just items on a list. It's just how people view it, how they give it value. And value doesn't necessarily equate to a dollar value; it can be many things." As he said, the Loot concept influenced NFTs and Crypto Games, and the still-active Treasure DAO behind Smol emerged from this concept.

Bullish on Ordinals?

During the RTFKT event, the most prevalent sentiment in the community was that this event was bullish for Ordinals. Ordinals are considered different from most Ethereum NFTs as they are fully on-chain.

The Ordinals protocol on Bitcoin, through the Taproot script path, directly embeds images, text, and other data into transactions, inscribing the data into the "Satoshi consciousness" and assigning a unique identity to each Satoshi unit. This way, Ordinals' data is entirely stored on the Bitcoin blockchain, but it also brings high storage costs and data size limitations.

Due to the high cost of storage and limited data storage, BTC's NFT ecosystem has a unique character. Compared to Ethereum's functionality or DAO organizational model, the "survivors" in BTCNFT rely on a deeper "cultural" heritage. Whether it's the recent Taproot Wizard, which was released at an extremely high price of 0.2 BTC, with roots tracing back to the 2013 Bitcoin community ad "Magic Internet Money Wizard," or NodeMonkes as the first original 10K Bitcoin NFT.

Further reading: "An Analysis of Bitcoin memeNFTs, What is the Bald Wizard Taproot Wizard Paying Tribute to and Expressing?"

In this era, there are few project teams persisting in creating NFTs, and no one knows what form NFTs will take in the next era. Will it be a "security"? Proof of ownership? Or an independent AI Agent? Unlike Memecoins, which just need a contract on the chain to be tradable, allowing the community to "develop freely." For non-fungible currency, whether it's just an image IP or a functional "receipt," ownership of metadata is crucial. This event is a warning, for both project teams and participants alike.

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$COIN Joins S&P 500, but Coinbase Isn't Celebrating

On May 13, S&P Dow Jones Indices announced that Coinbase would officially replace Discover Financial Services in the S&P 500 on May 19. While other companies like Block and MicroStrategy, closely tied to Bitcoin, were already part of the S&P 500, Coinbase became the first cryptocurrency exchange whose primary business is in the index. This also signifies that cryptocurrency is gradually moving from the fringes to the mainstream in the U.S.



On the day of the announcement, Coinbase's stock price surged by 23%, surpassing the $250 mark. However, just 3 days later, Coinbase was hit by two consecutive events: a hack where employees were bribed to steal customer data and a demand for a $20 million ransom, and an investigation by the U.S. Securities and Exchange Commission (SEC) into the authenticity of its claim of having over 100 million "verified users" in its securities filings and marketing materials. These two events acted as mini-bombs, and at the time of writing, Coinbase's stock had already dropped by over 7.3%.


Coincidentally, Discover Financial Services, being replaced by Coinbase, can also be considered the "Coinbase" of the previous payment era. Discover is a U.S.-based digital banking and payment services company headquartered in Illinois, founded in 1960. Its payment network, Discover Network, is the fourth largest payment network apart from Visa, Mastercard, and American Express.


In April, after the approval of the acquisition of Discover by the sixth-largest U.S. bank, Capital One, this well-established digital banking company of over 60 years smoothly handed over its S&P 500 "seat" to this emerging cryptocurrency "bank." This unexpected coincidence also portrayed the handover between the new and old eras in Coinbase's entry into the S&P 500, resembling a relay race scene. However, this relay baton also brought Coinbase's accumulated "external troubles and internal strife" to a tipping point.


Side Effects of ETFs


Over the past decade, cryptocurrency exchanges have been the most stable "profit machines." They play a role in providing liquidity to the entire industry and rely on trading fees to sustain their operations. However, with the comprehensive rollout of ETF products in the U.S. market, this profit model is facing unprecedented challenges. As the leader in the "American stack," with over 80% of its business coming from the U.S., Coinbase is most affected by this.



Starting from the approval of Bitcoin and Ethereum spot ETFs, traditional financial capital has significantly onboarded users and funds that originally belonged to exchanges in a more cost-effective, compliant, and transparent manner. The transaction fee revenue of cryptocurrency exchanges has started to decline, and this trend may further intensify in the coming months.


According to Coinbase's 2024 Q4 financial report, the platform's total trading revenue was $417 million, a 45% year-on-year decrease. The contribution of BTC and ETH's trading revenue dropped from 65% in the same period last year to less than 50%.


This decline is not a result of a decrease in market enthusiasm. In fact, since the approval of the Bitcoin ETF in January 2024, the inflow of BTC into the U.S. market has continued to reach new highs, with asset management giants like BlackRock and Fidelity rapidly expanding their management scale. Data shows that BlackRock's iShares Bitcoin ETF (IBIT) alone has surpassed $17 billion in assets under management. As of mid-May 2025, the cumulative net inflow of 11 major institutional Bitcoin spot ETFs on the market has exceeded $41.5 billion, with a total net asset value of $1214.69 billion, accounting for approximately 5.91% of the total Bitcoin market capitalization.


Chart showing the trend of net outflows for Grayscale among the 11 institutions


Institutional investors and some retail investors are shifting towards ETF products, partly due to compliance and tax considerations. On one hand, ETFs have much lower trading costs compared to cryptocurrency exchanges. While Coinbase's spot trading fee rate varies annually in a tiered manner but averages around 1.49%, for example, the management fee for IBIT ETF is only 0.25%, and the majority of ETF institution fees fluctuate around 0.15% to 0.25%.



In other words, the more rational users are, the more likely they are to move from exchanges to ETF products, especially for investors aiming for long-term holdings.


According to multiple sources, several institutions, including VanEck and Grayscale, have submitted applications to the SEC for a Solana (SOL) ETF, with some institutions also planning to submit an XRP ETF proposal. Once approved, this may trigger a new round of fund migration. According to a report submitted by Coinbase to the SEC, as of April, the platform's trading revenue from XRP and Solana accounted for 18% and 10%, nearly one-third of the platform's fee revenue.



However, the Bitcoin and Ethereum ETFs passed in 2024 also reduced the fees for these two tokens on Coinbase from 30% and 15% to 26% and 10%, respectively. If the SOL and XRP ETFs are approved, it will further undermine the core fee revenue of exchanges like Coinbase.


The expansion of ETF products is gradually weakening the financial intermediary status of cryptocurrency exchanges. From their original roles as matchmakers and clearers to now gradually becoming mere "on-ramps and off-ramps" for funds, exchanges are seeing their marginal value squeezed by ETFs.


Robinhood Takes a Stand, Traditional Brokerages Join the Fray


On May 12, 2025, SEC Chairman Paul S. Atkins gave a keynote speech at the Tokenization and Cryptocurrency Working Group roundtable. The theme of his speech revolved around "It is a new day at the SEC," where he indicated that the SEC would not approach enforcement and regulation the same way as before but would instead pave the way for cryptocurrency assets in the U.S. market.



With signs of cryptocurrency compliance such as the SEC's "NEW DAY" declaration, an increasing number of traditional brokerages are attempting to enter the cryptocurrency industry. One of the most representative cases is the well-known U.S. brokerage Robinhood, which began expanding its crypto business in 2018. By the time of its IPO in 2021, Robinhood's crypto business revenue accounted for over 50% of the company, with a significant boost from the Dogecoin "moonshot" promoted by Musk.


In Q1 2025 earnings report, Robinhood showcased strong growth, especially in revenue from cryptocurrency and options trading. Fueled by Trump's Memecoin, cryptocurrency-related revenue reached $250 million, nearly doubling year-over-year. Consequently, Robinhood Gold subscription users reached 3.5 million, a 90% increase from the previous year, with the rapid growth of Robinhood Gold providing the company with a stable source of income.



Meanwhile, RobinHood is actively pursuing acquisitions in the cryptocurrency space. In 2024, it announced a $2 billion acquisition of the long-standing European cryptocurrency exchange Bitstamp. Additionally, Canada's largest cryptocurrency CEX, WonderFi, which recently went public on the Toronto Stock Exchange, also announced its integration with RobinHood Crypto. After obtaining virtual asset licenses in the UK, Canada, Singapore, and other markets, RobinHood has taken a proactive approach in the compliant cryptocurrency trading market.



Furthermore, an increasing number of brokerage firms are exploring the same path. Futu Securities, Tiger Brokers, and others are also dipping their toes into cryptocurrency trading, with some having applied for or obtained the VA license from the Hong Kong SFC. Although their user bases are currently small, traditional brokerages have a natural advantage in user trust, regulatory licenses, and low fee structures. This could pose a threat to native cryptocurrency platforms in the future.



User Data Breach: Is Coinbase Still Secure?


In April 2025, security researchers discovered that some Coinbase user data was leaked on the dark web. While the platform initially responded by attributing it to a "technical misinformation," it still raised concerns among users regarding its security and privacy protection. Just two days before Dow Jones Indexes announced Coinbase's addition to the S&P 500 Index, on May 11, 2025, Coinbase received an email from an unknown threat actor claiming to have obtained customer account information and internal documents, demanding a $20 million ransom to keep the data private. Subsequent investigations confirmed the data breach.


Cybercriminals obtained the data by bribing overseas customer service agents and support staff, mainly in "non-U.S. regions such as India." These agents abused their access to Coinbase's internal customer support system and stole customer data. As early as February this year, blockchain detective ZachXBT revealed on X platform that between December 2024 and January 2025, Coinbase users lost over $65 million to social engineering scams, with the actual amount potentially higher.


Among the victims was a well-known figure, 67-year-old Ed Suman, an established artist in the art world for nearly two decades, having been involved in the creation of artworks such as Jeff Koons' "Balloon Dog" sculpture. Earlier this year, he fell victim to an impersonation scam involving fake Coinbase customer support, resulting in a loss of over $2 million in cryptocurrency. ZachXBT critiqued Coinbase for its inadequate handling of such scams, noting that other major exchanges have not faced similar issues and recommending Coinbase to enhance its security measures.


Amidst a series of ongoing social engineering incidents, although there has not been any impact on user assets at the technical level so far, it has raised concerns among many retail and institutional investors. Especially institutions holding massive assets on Coinbase. Just considering the U.S. BTC ETF institutions, as of mid-May 2025, they collectively hold nearly 840,000 BTC, and 75% of these are custodied by Coinbase. If we price BTC at $100,000, this amount reaches a staggering $63 billion, which is equivalent to the nominal GDP of two Iceland in the year 2024.


Visualization: ChatGPT, Source: Farside


In addition, Coinbase Custody also serves over 300 institutional clients, including hedge funds, family offices, pension funds, and endowments. As of the Q1 2025 financial report, Coinbase's total assets under management (including institutional and retail clients) reached $404 billion. The specific amount of institutional custodied assets was not explicitly disclosed in the latest report, but it should still be over 50% based on the Q4 2024 report.


Visualization: ChatGPT


Once this security barrier is breached, not only could the rate of user attrition far exceed expectations, but more importantly, institutional trust in it would undermine the foundation of its business. Therefore, after a hacking event, Coinbase's stock price plummeted significantly.


CEXs are All in Self-Rescue Mode


Facing a decline in spot trading fee revenue, Coinbase is also accelerating its transformation, attempting to find growth opportunities in derivatives and emerging assets. Coinbase acquired a stake in the options platform Deribit at the end of 2024 and announced the official launch of perpetual contract products in 2025. This acquisition fills in Coinbase's gap in options trading and its relatively small global market share.



Deribit has a strong presence in non-U.S. markets, especially in Asia and Europe. The acquisition has enabled Coinbase to gain a dominant position in bitcoin and ethereum options trading on Deribit, accounting for approximately 80% of the global options trading volume, with daily trading volume remaining above $2 billion.


Meanwhile, 80-90% of Deribit's customer base consists of institutional investors, with their professionalism and liquidity in the Bitcoin and Ethereum options market highly favored by institutions. Coinbase's compliance advantage, coupled with its already robust institutional ecosystem, makes it even more suitable. By using institutions as an entry point, it can face the squeeze from giants like Binance and OKX in the derivatives market.



Facing a similar dilemma is Kraken, which is attempting to replicate Binance Futures' model in non-U.S. markets. Since the derivatives market relies more on professional users, fee rates are relatively higher and stickiness is stronger, making it a significant source of revenue for exchanges. In the first half of 2025, Kraken completed the acquisition of TradeStation Crypto and a futures exchange, aiming to build a complete derivatives trading ecosystem to hedge the risk of declining spot transaction fee income.


With the surge of Memecoin in 2024, Binance, OKX, and various CEX platforms began massively listing small-market-cap, highly volatile tokens to activate active trading users. Due to the wealth effect and trading activity of Memecoins, Coinbase was also forced to join the battle, successively listing popular tokens from the Solana ecosystem such as BOOK OF MEME and Dogwifhat. Although these coins are controversial, they are frequently traded, with fee rates several times higher than mainstream coins, serving as a "blood-boosting" method for spot trading.


However, due to its status as a publicly traded company, this practice is a riskier endeavor for Coinbase. Even in the current crypto-friendly environment, the SEC is still investigating whether tokens like SOL, ADA, and SAND constitute securities.


In addition to the forced transformation strategies carried out by the aforementioned CEXs, they are also starting to lay out RWAs and the most talked-about stablecoin payment fields, such as the PYUSD launched through a collaboration between Coinbase and Paypal, Coinbase's support for the Euro stablecoin EURC by Circle that complies with EU MiCA regulatory requirements, or the USD1 launched through a collaboration between Binance and WIFL. In the increasingly crowded trading field, many CEXs have shifted their focus from just the trading market to the application field.


The golden age of transaction fees has quietly ended, and the second half of the crypto exchange platform game has silently begun.


Arthur Hayes: Why I'm Betting on ETH While the Market Is Obsessed with SOL

"I personally have also allocated 20% to gold, expecting the price of gold to potentially rise to $10,000-20,000 by the end of this market cycle."

Key Market Insights for May 16th, how much did you miss out on?

1. On-chain Flows: $111.3M inflow to Ethereum this week; $237.6M outflow from Berachain 2. Largest Price Swings: $ETHFI, $NEIRO 3. Top News: Data: Solana Network's revenue reached $7.9M on the 13th, surpassing the sum of all other L1 and L2 chains

May 16 Key Market Information Gap, A Must-Read! | Alpha Morning Report

1. Top News: Coinbase Faces Double Blow with 'SEC Investigation' and 'User Data Breach,' Stock Price Drops by 7.2% 2. Token Unlocking: $ARB, $AVAX, $PRIME, $ASTR, $1INCH

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