Nike is not stupid. Tennis is shrinking and the profit potential just isnt there anymore. In this economy they are going to market to the upper class as they are the ones who can afford to drop big money on nike gear.
Is it really bad that Nike is pulling back from tennis? I dont think so. I like different brands in the sport. I see Diadora is marketing shoes again. Thats nice. Maybe some new companies will enter the market and some of the older ones will come back.
Nike probably wont push hard into tennis again until a new super crop of American players comes into play ala Agassi, Sampras, Courier etc. Isner and Harrison are not really marketable like those players were.
honestly though I have not been a big fan of Nike in years. I liked there stuff in the mid to late 90s. After that....meh. They used to make pretty classy tennis clothes that looked great and felt great. I wouldnt shell out the money for it but it was nice stuff.
I think the state of American tennis plus the lack of marketable foreign players is a key factor in Nike's decision to cut back. Tennis today is a hodge podge of risers and fallers from the four corners of the globe-very few of which are even remotely recognizable to the average American.