Snowboard - Eat fresh!

This morning I passed a man by Liverpool Street station holding a sign with a big arrow on it saying:

SALE! Ski equipment, outdoor clothing...

What's remarkable about that?

Only that attached to the same post was a sign saying:

SUBWAY - Eat fresh!

What does this mean? Subway have branched out into supplying ski equipment. That they go even further and have started selling fresh ski equipment as food. "Any sauce on that snowboard, sir?"

Or does it mean the guy holding the sign is pulling a fast one, getting paid twice for holding one stick? Moonlighting on both suppliers at once.

Or has a new alliance been formed between Ellis Brigham and Subway, recognising that nine out of ten skiiers fall in the "love it" to "don't mind it" bracket of the attitudes to subway survey?