He has the abs but not the image. Youth clothing brand Abercrombie & Fitch released a statement this week stating they will pay Mike Sorrentino, a.k.a. “The Situation” from MTV’s Jersey Shore to stop wearing their apparel. The brand extended the offer to the rest of the cast as well.
According to the statement the tan and tacky bunch’s “association is contrary to the aspirational nature of our brand.” So much so they put the announcement in the investor relations section of Abercrombie.com (NYSE: ANF). Was the statement designed to juice the brand a bit just a day before earnings?
No word yet on whether The Situation will accept the offer or not, and how much it’s worth.
Abercrombie’s full statement after the jump:
ABERCROMBIE & FITCH PROPOSES A WIN-WIN SITUATION
New Albany, Ohio, August 12, 2011: Abercrombie & Fitch Co. (NYSE: ANF) today reported that it has offered compensation to Michael ‘The Situation’ Sorrentino, a character in MTV’s TV show The Jersey Shore to cease wearing A&F products.
A spokesperson for Abercrombie & Fitch commented:
“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 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.”