Not sure what you are arguing, here. You are lauding Nike for selling a vibe instead of quality. Well, what vibe is Walmart selling? Marketing is more than selling a "vibe".
Rick Schlesinger is selling to a much broader market than Nike. It isn't a national or global brand, no. But it is a brand that appeals to 7-year-olds (sliding sausages), 17-year olds (City Connect) and 70-year olds (Cribbage Boards) in equal measure. Uecker embodied the market the Brewers are trying to capitalize on, which is anyone who loves the Brewers, and anyone whose "vibe" is an AmFam tailgate.
Multiple uniforms are a problem? There is a slice of Brewer fan that LOVES the 1994 Motre Bame logo. I'm guessing they were about 7 years old at the time, just like the fans that love the '82 logo, the Barrelman logo, or heck, even Milwaukee Braves designs.
I think the strength of the marketing is its inclusiveness, like one big family living together with a portrait of great grand-pappy Uecker above the mantel. Grandchildren, children, moms, dads, aunts, uncles, grandparents, great-grandparents, neighbors. They are all in the Brewers family, and the marketing reflects that mélange.