Company rebrands from ETHZilla to Forum, sees 13% share price increase as it transitions into a tokenization firm. Shares closed at $3.91 post-rebranding.
Company Rebrands Amid Crypto Market Shifts
ETHZilla shares climbed 13% on Wednesday after the company changed its name to Forum as part of a strategic pivot away from its crypto treasury strategy. The move marks Forum's transition into a tokenization firm, aiming to connect traditional capital markets with blockchain-based financial infrastructure.
Rebranding and Stock Performance
The company updated its corporate name and brand to Forum Markets and will conduct business under the new name. Shares in ETHZilla (ETHZ), now rebranded as Forum, rose over 13% to $3.91 by market close on Wednesday, before trading flat after hours. The stock's recovery from a slight dip highlights investor interest despite the company’s broader challenges.
Historical Context and Strategic Shift
Formally known as 180 Life Sciences, ETHZilla adopted its current name and strategy in July 2025 amid heightened crypto market enthusiasm. Initially focused on buying Ether (ETH), the company's stock hit a multi-year high of $107 by August when Ether was trading at nearly $4,950. However, a subsequent crypto market rout significantly impacted its share price.
New Strategy and Initiatives
In December 2025, Forum announced plans to pivot towards tokenizing real-world assets (RWA) through its platform. The company has already purchased two commercial jet engines from a leading US air carrier and is offering an Eurus Aero Token I tied to these assets. With 69,802 ETH valued at $143.7 million currently in its treasury, Forum remains the seventh-largest corporate holder of this cryptocurrency.
Market Environment
ETHZilla's stock has seen a decline of over 20% year-to-date (YTD) due to the wider crypto market downturn that hit stocks associated with digital assets. The company’s transition highlights the evolving dynamics within the broader blockchain and tokenization sectors, where traditional financial institutions are increasingly exploring new opportunities in decentralized finance (DeFi).
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