It's only weird if you actually believed the promises that distribution deals would appear.
What does "attached" even mean? Are these athletes doing anything beyond allowing themselves to be photographed wearing some free clothing they were given?
Also what is the prestige of these athletes? Even in pro leagues, most people don't really care about the guys who are making minimum wage.
Furthermore, endorsements aside, distributors actually care about mundane details such as the ability to provide clothing they desire, in quantities they order, on schedule. This company has not proven they're particularly capable in that regard.
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