I think it has something to do with yoga and running gear for sweaty workouts? from google search. I think it's high end yoga gear. why the fuck is yoga stuff expensive? isn't that like the equivalent of armani all of a sudden making running shorts? probably not unintentional.
the name might have been recycled and I haven't realized it, executive outcomes was a british outfit if I'm remembering right.
Maybe Erik Prince thinks if he changes the name enough people will forget about how his guys murdered all those people and he created a private army for some other warlords in the Middle East.
Need to change the owners name too, and all the employees' names just to make sure. Also, accuse the murdered people of not hiring mercenary protection. "it's their own fault for being there at wrong time and not having appropriate security measures".
Technically I didn't make value judgement either way. Depending on subjective interpretation I could be either giving advice or being sarcastic.