It's more like $25 to make an $100 shoe not $10.
He is also ignoring all the other costs. They have to ship the shoes to America, they have to pay insurance on the freight since they ship massive quantities of shoes at a time, they have marketing costs, Nike has to pay salary and wages for their 80,000 employees.
Sometimes they don't sell the shoes directly to the consumer. Instead, they sell to a retailer at wholesale prices. In that case, they are not receiving $100 for a show with a $100 MSRP.
When they do sell the shoes directly to the consumer (in a Nike store or online). They have similar costs as a retailer. They have to maintain storefronts, pay rent or other real estate costs, they have pay to store inventory in warehouses, they have to pay to ship shoes between warehouses and store (or even from stores to other stores) to keep their stores supplied. They have to manage inventory which can require them to reduce stock of certain models to make room for newer ones. That means some shoes will be sold at a discount and well below the MSRP.