Like it happen to many direct sellers in amazon before, initially Amazon will deliver significant sales increase to Nike and everyone in Nike will be happy but after few years amazon will demand more and more with higher leverage due to their sales volume until Nike realizes that they made mistake getting into bed with Amazon.
Anyone who has doubt about my claim, check Youtube regarding Amazon abuse.
It is true that Nike is big but that will not insulate Nike from Amazon abuse.
Even if Nike wants to back out from Amazon they will not able to do it since Nike's sale to Amazon has become too big and Nike have grown dependent on it. Like an addict become dependent on dr-g of his choice.
Later on Amazon will bring copy of Nike product with their own private brand and will rank them above Nike. Gradually ki-ling Nike product.
Amazon has done this few hundred thousand times to their seller so it is nothing new, big and small.
For example, 5 billion sale would be a big deal to Nike but to amazon it would mean nothing whose revenue is projected to be $500 billion.
This is open letter to EH and Nike management to think about regarding long term ramification