Trust me on this, this was a well thought out, carefully conceived and intentional move aimed towards a single objective: to increase sales.
Now, please note I use sales in the total sense ie world-wide, global, not just the US market. We don't have access to Nike's internal numbers, but the research and analysis behind behind this move certainly can be measured in many, many $ millions. That includes regional demographics studies, growth expectations, (disposable) income estimates, etc. It also includes careful pysch research into potential customer segments with respect to how they feel towards perceived 'injustice' and the desire to 'make a statement' through product identification.
We won't know if their attempt will be successful; but that's why they run horse races. Don't be surprised if this results in increased overseas sales - reflected in Nike's share price. That being said, it could also be a mistake - nothing is guaranteed. They know full well how pissed off certain segments within the US market ie FReeper types, will be. It's all part of the calculation; but to suggest this is some kind of misguided misreading or being out-of-touch is nothing more than an exhibition of ignorance (or wishful thinking).
What would this domestic issue have anything to do with “increasing foreign sales”?
I believe it has more to do as Whitlock said, to join the “Resistance” due to America First and the latter’s threat to Asian sweatshop labor
Think about that. Marginal “increase” in sales if any vs lifetime consumer boycotts. You really would bet on that?
But throw in the billions saved thru slave labor if Trump/GOP lose, and Voila! there you have it