If I were cynical, I might be of the mind that Nike are playing the fans like a fiddle. They knew all too well what reaction this would get, they know what England fans are like, and they'd see that as free marketing... The ones complaining about "woke gone mad" and furiously retweeting it are just playing right into their hands. I don't see Nike as the champions of social justice they proclaim to be, they are a capitalist corporation trying to cynically maximise sales and this is how they choose to do it.
If they did do it for that reason, then you can't deny that it's worked out for them beautifully, hasn't it.