Brands like Nike, Adidas and Puma are all associated with sports, but Puma is more of an Athlete brand unlike Adidas and Nike which are more linked with soccer or football. Looking at what the brand identity portrays, customers purely expect Athlete shoes from Puma rather than expecting it from Nike which is more of a footballers fit.
Read this article to get a better understanding of why retaining consistency in the above brand elements will impact your business.
Have a look at the Nike Football Brandbook to see how they maintain cohesiveness in their communication.