So how are they loss leaders? I understood the comment as "Nike makes a loss on shoes and actual profits come from the other branded stuff they sell".

No, you said they were loss leaders, which means Nike loses money on them.

Now you're saying they're not, that Nike makes massive, massive profits on them.

Sorry if I'm not seeing your "subtlety" here. But instead of blaming me for misunderstanding you, it's fine to just say whoops, that you were mistaken about the term you used, or meant something else. We all have brain farts sometimes ;)

Also, the article itself gives actual numbers. You don't need to make up your own here, which are not correct.

I would also say Nike WANTS to be a lifestyle brand, but in public perception they haven't been able to move out of an athletic shoe brand.