I’m not faulting them. I’m keeping it real. Nike is about corporate profits. They don’t do this unless they know they will profit.
I hear you breh but you act like Nike had some profit calculator / model where they just typed in what they were going to do, and it spit out how much money they would make doing it. It doesn't work like that. Most business decisions are bets with varying levels of confidence. Marketing and branding are especially nebulous in linking actions to financial profits.
Sure, Nike is about profits. So are all businesses, especially publicly-traded ones. At the very worst they made a business bet that they needed to side with young, urban people of color and embrace the values of those people. I'll never be mad at a corporation doing that - even if profit is the motive.
I won't get into whether or not this was purely a profit, business decision either. We've been operating under that assumption, but even that's fluid within corporations. Especially those dependent on younger consumers for success. Things can be a lot more nuanced and fluid than you might give people credit for.
I know bleeding heart types that went to work at Nike for cultural reasons. I'm talking people who were either going to work for Nike or go work for a non-profit and were asking themselves where they could have the biggest impact and came to the conclusion that Nike was where they could have outsized impact. Money talks.
There is a notion of corporate responsibility, and there are people inside these organizations that advocate for making values-based decisions by tying them to business objectives.