Nike has always been at the top of the product game, but their retail game has never been on the same level. It was better when the launch calendar and app first came around and seemed to be heading in the right direction, but now it's a complete failure again.
Any large company that does not have an easily accessible customer service portal ought to tell you something - the complaints are through the roof and they just bury their head in the sand. It has cost them not only lots of dollars, but in the long run it will really cost them the goodwill they must have to remain on top of the game. In other words, it's stupid business.
There is absolutely no reason why in this day and age shoes can't be sold via preorder. That way you max your demand and please your most devoted customers at the same time. The fact they haven't figured this out is how you know their executives get paid a lot of money to do next to nothing. Easiest way to kill the reseller nightmare and fakes at the same time.