Companies exist to make money. As much of it as they can....
Nike should not give two shits WHO buys their products, provided that revenue is optimized.
You don't understand Nike very well. It's a "brand" company that just happens to make shoes and apparel. They're really good at forming "brand relationships" with their consumers. But they know (and you don't) that if they simply price everything at the market-clearing price, they'll alienate many of their customers. So while that make some extra revenue in the short-term, it will damage the brand long-term, meaning lower long term profits. With these particular types of products, they intentionally only release a limited number of them, which helps build brand-heat and excitement about the products. Having a fair chance to get a rare shoe is an exciting experience for those consumers. If they just decided to price the limited run at 10 to 20 times the normal cost, it would just piss off everyone who couldn't get one and never had a chance to get one.
Companies exist to make money. As much of it as they can....
People like to say this, but forget the "over the long term" part of it. Let's say I run a great pizza shop. I can make good money selling lots of pizzas. If I suddenly decided to sell my recipes, my operating, all my equipment, and the store location itself, I'd make a shitload of money... right now. But I'd be poor in the long term. People say things like that along with "fiduciary responsibility... maximize profit", but again, that is almost always in the long term. Publicly traded companies that openly operate with only short-term profits in mind are quickly punished by the stock markets. And rightfully so.