Retail store Abercrombie & Fitch is offering to pay Mike The Situation Sorrentino and the Jersey Shore cast not to wear its products on the show. Apparently, MTV's most popular show has done some significant damage to the A&F image.
The on-air endorsement was addressed in CEO Mike Jefferies A&F earning call. Is no one going to ask about the Situation? Jefferies said during the company's meeting.
Jefferies made reference to a past episode of Jersey Shore where The Situation wore the Abercrombie & Fitch brand. We all said, 'Oh, that's terrible. ... What are we going to do about it?' In a statement called A Win-Win Situation (no pun intended ... I think), the company offered the Situation a substantial payment to wear an alternate brand.
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, the statement read.
Now, the Situation and the Jersey Shore gang have spoken and they are not giving in that easily. Looks like Abercrombie got themself into a Situation! the star tweeted along with a link to CNN's financial article regarding A&F's stock declining by 9%.
It has been reported that The Situation later went on to Twitter again. Thanks #SituationNation for always having my back and you are the best fans in the world! I love you guys! he said in support of his fans.
Hmmm if They Don't Want Us To Wear Those Clothes Why Make GTL Shirts #yourPRsux, Paul DJ Pauly D Delvecchio tweeted with an attached photo of Abercrombie & Fitch shirts with the GTL (gym, tan, laundry) phrase on it. The brand also had shirts that said The Fitchuation on it, a direct reference to The Situation.
Only time will tell if the Jersey Shore gang will take the money and wear something else or if they'll let A&F find another way to deal with the situation. No one has confirmed a decision yet.