14 DAY TRIAL // They say any kind of publicity is good publicity but, as far as Abercrombie & Fitch is concerned, the saying doesn’t always apply. After Mike “The Situation” Sorrentino was repeatedly pictured wearing A&F clothing, the company offered him money to stop doing that.
While other brands would pay excellent money to be associated with any of the castmembers of “Jersey Shore,” MTV’s biggest reality show to date, Abercrombie wants the exact opposite of that.
Because it believes the name of the brand and the reputation of The Situation do not go hand in hand, Abercrombie reached out to the reality star to plead with him not to wear their clothes anymore.
On the official webpage of the company, a rep calls it a “win-win situation.”
“We are deeply concerned that Mr. Sorrentino’s association with our brand could cause significant damage to our image,” a statement reads.
“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,” it is further says.
“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,” Abercrombie says.
Even if the powers that be at the clothing giant thought this would be an excellent idea, fans of the reality show and of The Sitch himself didn’t take it kindly.
Consequently, shortly after this went to press, the Abercrombie stock plummeted. What’s worse, TMZ reports, A&F never really contacted the reality star – it was only a PR stunt meant to garner more exposure for the company but it backfired.
“The Situation could have more market power than anyone imagined – because a day after Abercrombie & Fitch offered him and the other Jersey Shore cast members cash NOT to wear its clothes, the company’s stock plummeted 9%,” the e-zine reports.
On his Twitter, Sorrentino hints that not even a giant like A&F should take on The Situation, because you never know what can happen.
“Looks like Abercrombie got themself into a Situation! Thanks #SituationNation for always having my back and you are the best fans in the world! I love you guys!” he tweeted.