Abercrombie & Fitch issued a press release last night saying that they would pay Michael ‘The Situation’ Sorrentino from The Jersey Shore to stop wearing its products. Is it stunt marketing or trying to preempt an anti-all-things-Jersey-Shore-related backlash?

The release says:

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.

Because the last thing you would want associated with Abercrombie & Fitch is casual sex and loose morality, nothing like its infamously erotically charged catalogs of young adults.

ABERCROMBIE & FITCH PROPOSES A WIN-WIN SITUATION [Press Release]

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