If Abercrombie & Fitch's announcement that they'd pay Mike "The Situation" Sorrentino - plus other members of the "Jersey Shore" cast - not to rock their brand on air was a PR stunt...well, we guess all publicity is good publicity.
Not only did stock dip 9 percent following the announcement, which the company made on Tuesday, but "Shore" member Paul "DJ Pauly D" DelVecchio tweeted a curious question.
"Hmmm if They Don't Want Us To Wear Those Clothes Why Make GTL Shirts," he asked, along with a photo of the T-shirt in question. (As "Shore"-ians know, "GTL" stands for the cast's infamous catchphrase, "Gym, Tan, Laundry.")
The Situation tweeted a link to CNN Money's coverage of Abercrombie's stock drop. "Looks like Abercrombie got themself into a Situation!" the reality TV star wrote.
The original statement from the clothing company that has been everywhere for the past two days said that the company is "deeply concerned that Mr. Sorrentino's association with our brand could cause significant damage to our image."
An Abercrombie & Fitch spokesperson continued in the statement, "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 also extended this offer to other members of the cast, and are urgently waiting a response."
Well, clearly they've received that response. MTV has also defended its reality stars, saying in a statement, "It’s a clever PR stunt and we’d love to work with [Abercrombie] on other ways they can leverage 'Jersey Shore' to reach the largest youth audience on television."