UNITED KINGDOM In a crypto market dominated with cartoon animals or celeb coins, $REKT is attempting something new. It is positioning itself as the world’s first brand coin, a token that ties digital speculation to the growth of a real consumer brand.
The project began with the Rektguy NFT collection in 2022. Rektguy launched as a free mint with no roadmap, but quickly built a strong community. (Its timing, right before a brutal bear market, made the REKT theme even more relatable). The word REKT began to evolve from meme into movement and in 2023 the founders saw the potential of REKT as a brand. They launched Rekt Drinks, creating a bridge between culture, community and commerce.
“For a crypto project, we’re a first mover in the beverage space,” says founder OSF Rekt. The lightly flavored, alcohol, and caffeine free drink proved itself popular. The first major run of 250,000 cans sold out globally in under two days, beating established UK sparkling water brands on daily volume. “We’ve now sold over a million drinks in our first twelve months,” OSF adds. “This hasn’t been seen since Red Bull launched in the 90s.”
In November 2024 Rekt Brands introduced the token $REKT: airdropped to NFT holders, drink buyers and social supporters. It does not represent equity or revenues but acts as a brand aligned asset, a way for fans to participate in the story. Rekt Brands reinforced this link by using drink profits to buy back $REKT on the open market, a signal that the token’s success is tied to the company’s growth.
That connection deepened in May 2025 when Rekt partnered with AbstractChain for a second drop. More than 223,000 cans sold out in 40 minutes worldwide. Again the company purchased $REKT from revenues, at a valuation they still considered undervalued. “Rekt is stocked across thousands of stores in the US and globally,” OSF notes. “We see our coin as a brand coin.”
“A brand coin turns brand loyalty into something measurable and tradable. Instead of just buying products or cheering from the sidelines, supporters can hold an asset that moves with the company’s cultural relevance and commercial growth. It is a new layer of engagement, where the token becomes proof of belief and early support, blurring the line between community participation and investment.”
The concept is simple. Fans already supporting a brand through loyalty and purchases can also hold an asset that reflects the fortunes of the company itself. With a growing retail footprint and a token trading with millions of dollars in valuation, $REKT may prove that internet culture can be built into a global brand.
