I think it's common sense that an athlete sponsored by Company X shouldn't be appearing at the public grand opening of a competitor's store (assuming that that is what all of this is about). Anyone who works for a private company with competitors can surely understand this (and expressing this understanding does not meant that the person is a Nike PR employee).
As for Goucher and Fleshman, it's starting to feel as if they just need to take a step back. I'll give it to them that potential cheating in an Olympic sport is a big deal, but, seriously, some of this just feels like spats between colleagues who work for competing companies? Do they really think that this stuff is a big deal? Wait, Nike DOESN'T want Oiselle taking some of Nike's market share?? Astonishing!! Tweet about your clothes, upcoming races, etc. Do your job. It feels as if they think they're on this moral crusade, but it's just a job. Just model the freaking clothes. Not hard.
Although I will side with them on still being sponsored even though neither of them races much these days or performs all that well. Sponsored athletes are sportswear models. They need to have some combination of good looks and/or athletic success, one or the other or some of both. If Goucher and Fleshman can keep raking in money based on good looks and what are now mostly just past accomplishments, more power to them. It makes more sense than a running apparel company hiring non-runner models from an agency to model their clothes.