The trends are new, the market tendencies to capitalize on them isn't. All that's being said is that companies like Nike are looking to sell the most product however they can. If that means pretending to give two s about kneeling at a football game, they will.
Just consider this image from a well known movie and consider what it represents, and how times haven't changed...
Do you think that old man would have pardoned those boys if they weren't popular? If he couldn't leverage them for his political campaign? It all happened so fast, the KKK speech, how the governor noticed that the public liked the Soggy Bottom Boys, how he capitalized on it and his opponent was ridden out of town on a rail.
Businesses do the same thing. If the social wave moves the other way, so will businesses.