Nike knows what they're doing. Shut off 90% of the servers so 1M+ people are trying to cop at 10% capacity. All hell breaks loose. Memes are unleashed. Publicity, good or bad, = win for them.
Soon enough we'll get their PR statement:
"Excellence is at the core of everything we do. We strive to provide the best experience for our athletes. We delayed the re-release of the Air Jordan 1 "Chicago" by two hours in order to give our engineers extra time applying bot protection measures in order to ensure the fairest release possible. Despite the lengths of our efforts, the unprecedented and overwhelming love for this product broke the internet. Sorry. **** them kids."