What you have done is (probably) coat the existing DWR with all sorts of muck found in domestic washing machine powders: brighteners, smells, softeners, even filler. With that stuff over the top of the DWR coating, the poor stuff has no chance.
You need to give the jacket several(!) washes with a DWR-compatible detergent, such as Atsko Sports Wash. This will strip the contaminants off, but it may take several washings to do so.
Trying to 'restore' a DWR coating over the top of all that much just won't work. It won't stick, except to the muck.
It remains possible that you have actually worn the DWR coating off the fabric, by abrasion. But you will only find that out after you have got the jacket clean. If it really is worn, THEN a compatible DWR can be added.
Nikwax DWR is wax-based; other DWR treatments are fluorocarbon-based. The two are usually incompatible. I suspect the TNF jacket will have used a fluorocarbon DWR.