Jersey Shore" star Mike "The Situation" Sorrentino may become one of the first celebrities who is paid not to endorse a brand. In a statement, clothing manufacturer Abercrombie & Fitch asked the Situation to stop wearing its shirts on-air.
"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."
Despite those strong words, Abercrombie & Fitch wasn't always so anti-Sitch. In 2010 after the first season of "Jersey Shore," the company profited from the show. It sold show-inspired shirts (one of the most popular ones read "the Fitchuation"). We tried to reach A&F on Wednesday morning to see why it had a change of heart, but it wasn't available for comment. What do you think of A&F's love-hate relationship with "The Situation"?
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