Minutes after his team had trounced rival Miami last November, Florida State Football coach Jimbo Fisher got a pleasant surprise. His 9-year-old son Ethan ran up to his dad on the field and leapt into his arms.

Their embrace, captured by ABC cameras, struck most viewers as a heartwarming moment—especially given Ethan's widely reported struggle with Fanconi anemia, a rare and serious genetic disease. But a different reaction emerged from one camp: Nike Inc.

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