this would be a brand extension that targets the grassroots and hardcore gym rats that founded the company.
I believe that all companies should remember where they come from while expanding into mass market.
The gym rats are the ones that decide whether your product is legit or not....like Nike needs the approval of the trendsetting Afro American youth to be a legit company. Nike always try to figure out what that group likes, making products specifically for them.
So far the Afro American youth have given thumbs up for Nike, if they didn't, then Nike would be in trouble.