I wonder if Nike is trying to buy their stock back. Do a campaign like this knowing people will sell their shares. Then buy them back at a cheaper price.
A company can't act as its own shareholder. Repurchased shares are absorbed by the company, and the number of outstanding shares on the market is reduced.
There are rules on how many shares can be offered for sale on the market. If Nike buys them back, the number available for trading is reduced. They have to reissue them, with FTC/SEC approval, to produce more capital.
Remember, the company makes no money by buying/selling shares. It's considered debt. They have to use cash to buy the shares, which reduces capital for operations and expansion. It's a zero-sum balancing process.
For example: If I buy 100 shares of Nike, that gives me a 100 shares of ownership in Nike. The price of each share is set by supply and demand in the market. The company's value is based on that price, but that doesn't represent income for Nike.
Nike received whatever capital they will ever get in the market when a share is initially sold. At IPO (Initial Public Offering), if all shares are assigned, they get no more money from the market for that IPO beyond day 1. If the stock price triples in a month, Nike gets no more revenue. They only received the IPO closing price when the stock was issued & bought.
If they want to take advantage of higher prices, they can try issuing more shares, but that dilutes the stock price, usually resulting in a drop in market price. More debt = less value.
So, no, I don't think they want the stock price to tank so they can buy it back.