The Royal Air Force Markets a Line of Motion Sickness Pills

Why do I find this weird? The British Army recently announced that they are involved in the production of a new running shoe that carries the army's crossed swords logo and "embodies the Army's values and standards," whatever that means.

One of the army's lieutenant colonels admitted that that a commercial flop could tarnish the armed forces' image. No worries, I guess, since the army said that they would "proceed with caution and take any evasive action necessary to avoid being labelled a "fashion" company." Will they really? Proceed with caution? How? Evasive action? Huh?