Bravo to Abercrombie and Fitch. While I haven't worn their clothes for years and still don't understand why my European colleagues clamor at an opportunity to go to Abercrombie and Fitch whenever they're in the United States, there is no denying that Abercrombie and Fitch has done something brilliant here. Everyone – and I mean everyone – is talking about the fact that Abercrombie and Fitch is paying "The Situation" (aka Jersey Shore's Mike Sorrentino) money not to wear their clothes. What?! The last time I talked to my 20 year old cousin, all they watch is The Jersey Shore. Doesn't Abercrombie want that demo? Yeah, they do, but they don't think college kids look up to him. The Situation is a parody of success. He's riding his fame as long as he can and he's been doing an amazing job at it. The amount of endorsement deals he's been able to retain is truly remarkable. However, what's more remarkable is Abercrombie and Fitch's acknowledgement of cheese. The Situation is cheesy. And no brand wants that. Certainly not Abercrombie.
Now, give me one anti-endorsement deal or endorsement deal that has generated this much conversation at the water cooler. NONE. Guaranteed. And that's the true success of this.