"Your Daily POPculture Re-up"

‘The Situation’ & MTV- 1, Abercrombie & Fitch- 0

When it comes to clothing brands and celebrities, the latter are usually paid to rock the hottest thing out.  Today, in a surprise move, Abercrombie & Fitch offered money to Mike “The Situation” Sorrentino in exchange for him NOT wearing their clothes.  That’s right folks; Abercrombie & Fitch don’t like the Jersey Shore.

The clothing company issued a press release this morning titled “A Win-Win Situation.”  It reads:

“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 aspiration 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 awaiting a response.”

What is ironic about this whole “situation” is that the company still sells their wildly popular “The Fitchuation” t-shirts online, which are no doubt inspired by the Jersey Shore cast member.  Both MTV and Sorrentino have commented on the press release.

“It’s a clever PR stunt and we’d love to work with them on other ways they can leverage Jersey Shore to reach the largest youth audience on television,” said an MTV Spokesperson in a statement.

Sitch tweeted: “Looks like Abercrombie got themselves into a Situation!… “Thanks #SituationNation for always having my back and you are the best fans in the world! I love you guys!”  He then posted a link to an article detailing the company’s steady decline in stocks.  Yikes.

I agree with MTV.  This is a great publicity stunt.  Jersey Shore is still being watched by record numbers and Situation is more popular than ever.  Let’s call a draw and keep it moving people!

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