Correlation does not equal causation. In the realm of sport, where NKE has a connection with athletes and consumers, football and basketball are all showing growth and NKE is one of the leading products and innovators in the industry. And I don't see them going away anytime soon.
NKE wants their logo on the jersey during the College Football National Championship, not their competitors. They will choose wisely. Last week, they just made a $200M+ deal with one of the jersey's in last year's CFP Championship game. Which is my point.
Sidenote: I could care less what deal IU has with who and how much so on and so forth. I do know capitalism tends to work itself out when it comes to these kind of deals.