What’s ‘The Situation’ with Abercrombie?

Thursday, August 18, 2011 | Around Town, Campaigns

It seems chiseled abs and no shame for flashing them to a camera are not enough to keep ‘The Situation’ from Jersey Shore in Abercrombie & Fitch’s good graces. The fist-pumping, super tanned, party boy from the MTV show was offered an anti-endorsement deal. Abercrombie & Fitch announced in a press release they are willing to make a “’substantial payment’ to Mike ‘The Situation’ Sorrentino or any cast member who stops wearing its clothing on the popular MTV reality show.” Ouch!

Jersey Shore Sorrentino has been seen on the show and out-and-about wearing Abercrombie & Fitch, but it wasn’t until the brand’s CEO, Mike Jeffries, was told Sorrentino wore neon green AF-label sweat pants in a recent episode that Jeffries offered to pay Sorrentino to refrain from wearing Abercrombie & Fitch on the show. You would think a brand that markets itself with buff, half naked models in-store and racy catalogs could handle ‘The Situation’, but the Jersey boy’s rough, foul-mouthed, partying ways are apparently “contrary to the aspirational nature of the brand.”

How does Sorrentino feel about all this? Well, he Twittered a link to CNN, reporting the clothing company’s stock went down 9% yesterday, and he so eloquently retorted “Looks like Abercrombie got themself into a Situation!”