Are you narrowing your brand's audience with your visual identity?
When you throw your net too wide you dilute your brand's ability to perform - right? WRONG.
If your brand's visual identity speaks to a wider audience, that doesn't mean you can't use targetted marketing to aim your brand at the folk who will pay the lion share of the bills.
Of course you won't be changing your brand personality, story, pillars, vision or tone of voice but in an evolving world of diversity and inclusivity it would be wrong to assume Nike would only want their brand to be appreciated by athletes.