Coldgear: For When It's Cold

I was at the sporting goods store, looking for sweatshirts and cold weather running stuff, and I came across this unintentionally funny slogan:


Coldgear - for when it's cold.

It is from the sportswear company Under Armour.

Under Armour had dumbed down their marketing pitch. "For When it's Cold" seems comic to me.  Do you suppose that people could figure out what Coldgear was for without the clever tag line? May be they could have used it for some thing better like  - comfort in the cold or something, but I suppose the Under Armour elite athletes are too tough to be comfortable.

This reminds me of the Levi "Nice Pants" campaign, where they included the tag line "Nice Pants" in all the ads so that their slower customers could figure out what they were advertising.