This is such shortsighted and flawed bunk.
Look, it's NOT debatable whether Koepernick helped or hurt Nike sales, the numbers speak for themselves. It helped, in fact it helped a LOT. The ad resulted in sales going way UP in the months after the ad, not down. That's just a FACT you can't spin your way around.
And, sorry, but what the hell do NFL ratings have to do with the Nike discussion? You do realize the NFL and Nike are two entirely different things, right?
There are very logical explanations for why supporting Koepernick helped Nike but hurt the NFL. The demographic that stopped watching the NFL because of it were overwhelmingly conservative/right leaning white American NFL fans. That block represents a huge portion of the NFL's overall customer base, but a very SMALL portion of Nike's.
Nike markets to a demographic that is immensely broader politically, racially, ethnically, and most importantly WORLDWIDE (as opposed to the NFL's, which is mostly confined to only one country). Those other folks tended to have a different take on the Koepernick story than the pissed off NFL fans.
And it's worth noting the Koepernick story was being followed by a ton of people who are NOT football fans, not only here, but also around the world. And international opinion on the story leaned hugely in Koepernick's favor. And thus non-football fans and non-Americans tended to react quite favorably to Nike's support of Koepernick.
These are the reasons why it helped Nike, rather than hurting as guys like yourself thought it would. It ALSO is what the Nike research analysts and executives had already figured out would happen, which is why they gave him the deal. Nike executives were thinking chess, guys like you were thinking checkers.