Perhaps (just my view of this)...some insider Nike guys convinced the board this was a grand idea, and the idea is to downsize the share price enough that someone (perhaps Adidas or Puma) would walk in and buy Nike at a cheaper discounted price.
Perhaps I’m wrong, but it’s not normal for a brand to dissolve it’s relationship with 15-to-20 percent of its customers so easily.
The guy responsible for this is an Argentine leftist called Gino Fisanotti.
If they were “normal”, i.e. logical, they wouldn’t be progressives.