When you know something that is insider information and going to provide you with capital gains if you short based on that non-public information
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It's not insider trading if Nike publicly announced that earnings have flattened and they have a ton of dead weight that is draining the company coffers dry and is expensive to fire.
Beyond that, everyone knows what happens to Woke Corporations like Disney, Bud Light, Netflix and Target - they go broke.
Just Sell It.
Be careful on shorts. You can lose big. Look at put options instead. With the looter clowns we have in charge downward seems like a reasonable trajectory.
Whatchu know dude, spill the beans, we can buy big blocks together!
You can short or trade it as long as you are not an officer of the company with significant insider knowledge. Regular employees know nothing. Nobody will ever know about your trades unless the blocks are huge. Company insiders are selling huge blocks before earnings so if you trade in smaller blocks nobody will know. Do what you like.
You should probably review the Insider Trading Policy and consult an attorney. IANAL, but asking people on an anonymous internet forum doesn't seem like a sound legal strategy.