You may recall that Abercrombie & Fitch ran a publicity stunt this summer for which it reportedly offered cash to Mike Sorrentino – a.k.a “The Situation” from MTV’s Jersey Shore – to stop wearing its brand. The tanned reality show celeb is now taking the clothing retailer to court.
TMZ reports that Sorrentino is seeking $4 million after filing a suit against A&F in a Florida court. The suit claims that A&F made false offers to pay Sorrentino not to wear their clothes. And it protests that its “grand worldwide advertising campaign” – a.k.a. the huge stunt – came after the company profited from the Jersey Shore meme to hawk tee-shirts, including one emblazoned with the “The Fitchuation.”
At the end of the day, all of the drama is no less manufactured than an episode of Jersey Shore. But will the stunt have been worth it for the retailer if a judge decides to side with “the Sitch”? Probably not.
To read the original story in Advertising Age, click here.
