And that is what Abercrombie & Fitch was worried about when it saw “The Situation” wearing their clothes on Jersey Shore. Their press release stated:
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 MTVs 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 awaiting a response.
Companies are usually overjoyed when celebrities wear their clothes. But Abercrombie was worried about what would happen if the wrong celebrities started wearing the brand.
Excerpt from: Invisible Influence: The Hidden Forces That Shape Behavior by Jonah Berger