Timing is clearly not Abercrombie & Fitch's strong suit.
Just hours after their offer to Jersey Shore's The Situation went viral—in which the company vowed to pay the reality star a "substantial amount" in exchange for not wearing their branded duds—the latest figures for the preppy retail chain were released. The verdict: not good.
So guess who came out of hiding to rub their fashionably elitist noses in it?
"Looks like Abercrombie got themselves into a Situation!" the man formerly known as Michael Sorrentino tweeted this afternoon.
He was referring not to the bevy of headlines that touted their unusual offer to the star, but instead linked to an article which detailed the steady decline of A&F's stock in a report that coincidentally came out in the immediate wake of their unendorsement deal.
So what was the damage? In the first trading session after their stunt letter, the company's stock took a dive of nine percent (for the record, analysts aren't blaming the plunge on their headline-grabbing antics, but it's safe to say The Situation glossed over that part of the article).
"Thanks #SituationNation for always having my back and you are the best fans in the world! I love you guys!"
And despite their offer, it certainly seems as though A&F still loves the Sitch. After all, despite claiming to hate the association with the MTV personality, they have no qualms about profiting over it, and are still offering their bestselling "The Fitchuation" t-shirts for sale on their website.
Good old timing.
Meanwhile, MTV, no stranger to capitalizing off of publicity stunts themselves, has also responded to retailer's offer. Apparently, there's no hard feelings between the corporate giants.
"It's a clever PR stunt and we'd love to work with them on other ways they can leverage Jersey Shore to reach the largest youth audience on television," a spokesperson for the network said.