The whole "any publicity is good publicity" cliche is, well, not true. That's why Phelps, Kobe, etc lost endorsements after their little endeavors. Nike's actions basically made their #2 guy (behind Tiger) look like a immature crybaby. And that, somehow, is supposed to improve their sales? Riiiiiiiiiiiiiiight.
Look, if it had been some small company that did this, then yes, it might be good for them, because people who wouldn't have otherwise heard of them would know their name. But everyone knows Nike. They're the gold standard - the titan - of sports marketing. Contrary to the adage, any bad publicity for Nike is indeed bad publicity.