In a novel business proposition, clothes retailer Abercrombie & Fitch has offered to pay Mike Sorrentino of Jersey Shore reknown, to stop wearing their clothing. What's the opposite of endorsement?
In a statement, the preppy clothiers said: "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." Umm, what's the opposite of "aspirational"?
Ironically, the Situation has been racking up conventional endorsement deals: tanning salons, tuxedos(!), vodka, finishing schools. OK, we made up that last one.
But to get paid NOT to use a product? Marone, that's genius.