It's not a surprise that Nike online sales would spike in the wake of the ad: Nike got a lot of publicity, and many shitlibs would buy something to express support. Whether or not they turned off more regular buyers doesn't show up in the data yet.
Let's say they sell 10k pairs of shoes per day on their website, and right after the ad that went up to 20k per day. The ad certainly excited some segment of the population and got them to buy a pair right away, but if the long-term trend went down to 8k we wouldn't notice yet.
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It's way too early to say this is positive for the brand, and in fact my guess is that it will turn out negative, as SJW corporate actions usually turn out.
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