I have never watched the Jersey Shore. I know the characters have nicknames, like, the Situation, and Snookie, and J-Wow; but I couldn't pick the Situation out of a line-up. Apparently, these characters--the Situation in general--like to wear Abercrombie & Fitch. Problem is, A&F doesn't want their brand associated with this cast of characters. So much so, that they are willing to pay them to NOT wear their brand:
"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."
I swear, you can't make this stuff up! How funny is this? What tickled me even more, was that A&F is calling this a "win-win" situation. Hysterical.
(You can see the full text of the statement here: click on 8/16, A&F proposes a win-win situation)