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Fashion company pays TV star NOT to wear their clothes

By Catholic Online (NEWS CONSORTIUM)
8/17/2011 (5 years ago)
Catholic Online (www.catholic.org)

Abercrombie & Fitch says they do not wish to be associated with brassy 'Jersey Shore' character

Product placement is a standard of most movies and TV shows. Companies will pay TV and film producers to show the characters using and enjoying their products in a positive light, to subliminally urge the viewer that, yes, using this product will make them happy and successful. However - in a rare instance of negative endorsement, clothes manufacturer Abercrombie & Fitch are now paying a character on the "Jersey Shore" TV show NOT to wear their clothes!

Michael 'The Situation' Sorrentino, one of the most popular characters on the TV show 'Jersey Shore' is known for lifting up his shirt off to reveal his abdomen muscles, more often flashing the logo on the waistband of his underwear.

Michael "The Situation" Sorrentino, one of the most popular characters on the TV show "Jersey Shore" is known for lifting up his shirt off to reveal his abdomen muscles, more often flashing the logo on the waistband of his underwear.

Highlights

By Catholic Online (NEWS CONSORTIUM)
Catholic Online (www.catholic.org)
8/17/2011 (5 years ago)

Published in TV

Keywords: Abercrombie & Fitch, Jersey Shore, The Situation


LOS ANGELES, CA (Catholic Online) - The cast of the MTV reality show has already cashed in on a number of endorsement deals, including weight loss supplements, alcohol and bronzer. Abercrombie & Fitch Co. however is now offering to pay Michael "The Situation" Sorrentino not to wear its merchandise.

The clothes company released a statement entitled "A Win-Win Situation," in which it stated a "deep concern" over the association between Sorrentino and the brand. A&F offered up a "substantial payment" to Sorrentino "to wear an alternate brand."

"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," the statement read.

Abercrombie & Fitch also extended the pay-to-not-play offer to the other Jersey Shore reality stars and said it was "urgently waiting a response."

The story behind the story appears to have begun when an A&F employee approached the company CEO with what he called "terrible, terrible news." Sorrentino had been wearing A&F product on the episode that aired the night before. The immediate solution the company came up with was to pay the reality star not to wear the product.

Sorrentino, one of the most popular characters on the show, is known for lifting up his shirt off to reveal his abdomen muscles, more often flashing the logo on the waistband of his underwear.

Sorrentino was seen in the most recent episode of "Jersey Shore" wearing a pair of neon green A&F sweatpants "loudly (and proudly)" on the streets of Florence.

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