Why 96% of Brand NFT Projects Died — and What Nike, Starbucks, and Porsche Got Wrong
Ninety-six percent of NFT collections are now considered dead. Among projects launched in 2024, the number climbs to 98%. The average NFT has a lifespan of just 1.14 years — shorter than most gym memberships.
Yet when the dust settled on the great brand NFT experiment of 2021–2024, the graveyard was not filled with unknown indie projects alone. Some of the world's most powerful companies — Nike, Starbucks, Porsche — poured hundreds of millions into Web3 initiatives, only to shutter them, sell them off, or face class-action lawsuits from their own customers.
The story of traditional brands in Web3 is not simply one of failure, though. It is a case study in how even trillion-dollar companies can misread an emerging technology — and what the rare survivors learned that everyone else missed.