It's more of a work backwards thing. The price is set by demand, what the market will bear, etc. Then for well established supply chain / commodity goods overhead tends to rise to meet COGS. The reason is that there exists profit taking at every level of "overhead" but when the cost of revenue exceeds the cost of goods it becomes a marker of inefficiency. In the same way when manufacturers recognize that their cost are less than the retailers overhead to generate sales they see room to raise costs so markets trend to 50/50.

But consider Footlocker sells a lot of other shoes for much less than Nikes. Those shoes don't cost any less to manufacturer and depending on the brand are just as well established so the 50/50 ratio still applies. It's just that at each level the overhead adjusts to meet the ratio over time.

For fringe brands the retailers markup can be huge 10x or more.