In reply to Offwidth:
I'll in no way argue with Remus's definition, that was some poor phrasing on my part in an effort to to come up with the only justification I could think of for Adidas's decision.
As an aside, I had to get a neighbour to help me carry some plywood panels for a board a few weeks ago. My neighbour has never climbed before in any way shape or form, but straight away said 'oh just like that Shauna Coxey' when he saw what I was building. It's hard to think of a British climber with a bigger profile.