So, anytime someone does something trump has said to do, you can blame him. Anytime someone is incited by Alex Jones to do something, you blame him too. And when people stand up against social injustice, you can blame Nike and Colin Kaepernick.
No. We can't attribute the bad actions of any individual to another person or entity. But we can and should point out that the person/entity gave a "green light" or endorsement of that action if they did so.
But Nike is standing up for social justice. You can tell they're making a stand from all the shoe burning and boycott talk. They have put their name and bottom line at risk even if it is a sure bet that they've calculated the most profitable path. Sure, they want to be on the right side of history. Nobody wants to be another Nestle with all those dead babies.