Coastway West stations would have been more appropriate and pedants please try the city of Brighton & Hove if you want to nitpick.
My guess and it is just that is that these guys might be involved https://www.shorehamst.com/ Basically limited edition Adidas gear, by invited guest designers, is my theory.
There is a Shoreham Street in Sheffield and I guess they were looking for obscure names to add to their gear.