Abercrombie & Fitch Will Pay 'The Situation' to Stop Wearing Its Clothes | Adweek Abercrombie & Fitch Will Pay 'The Situation' to Stop Wearing Its Clothes | Adweek
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Abercrombie & Fitch Will Pay 'The Situation' to Stop Wearing Its Clothes Brand worries about 'significant damage to our image'

The Jersey Shore kids continue to rule the anti-endorsement world. A year after a rival fashion house allegedly sent Nicole "Snooki" Polizzi some Gucci bags—in an effort to make Gucci look bad—Abercrombie & Fitch is pleading with Mike "The Situation" Sorrentino not to wear its clothes. It's even offering to pay him to back off. In a press release titled "A Win-Win Situation," an Abercrombie rep says: "We are deeply concerned that Mr. Sorrentino's association with our brand could cause significant damage to our image. We understand that the show is for entertainment purposes, but believe this association is contrary to the aspirational nature of our brand, and may be distressing to many of our fans. We have therefore offered a substantial payment to Michael 'The Situation' Sorrentino and the producers of MTV's The Jersey Shore [sic] to have the character wear an alternate brand. We have also extended this offer to other members of the cast, and are urgently waiting a response." Sure, it's all a contemptible PR stunt. Perhaps Abercrombie has more in common with the GTL crew than they'd like to admit. UPDATE: Underscoring its own douchiness, Abercrombie was apparently selling a T-shirt with the words "The Fitchuation" on it last summer. Never pass up an opportunity to be opportunistic. UPDATE: Abercrombie's stock price fell nearly 8 percent on Wednesday, leading Sorrentino to finally respond to the diss on Twitter. "Looks like Abercrombie got themself [sic] into a Situation!" he writes, linking to a story about the stock dip. He adds: "Thanks #SituationNation for always having my back and you are the best fans in the world! I love you guys!"


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