Jones must have urked them the wrong way. Actually what TS said was true from what Jones said but actually what Jones said was a lie which is even more interesting.
http://tiny.cc/7vz3rx
Nike and Jones were ending their relationship down the road before the brawl happened, and when it did it sped up the process. Jones complained the reason they were was because he was told they have more marketing of him (commercials, apparel, etc.) They never did, they may have seen Jones going down a bad road for business.