Abercrombie & Fitch's timing, not unlike its earnings outlook, is less than stellar.
Just hours after their offer to Jersey Shore's The Situation - to pay him a "substantial amount" in exchange for him NOT wearing their apparel - the latest figures for the preppy retail chain were released. Short story? They sucked.
"Looks like Abercrombie got themselves into a Situation!" you-know-who tweeted.
Sitch, a.k.a. Mike Sorrentino, went on to add: "Thanks #SituationNation for having my back and you are the best fans in the world! I love you guys!"
An article detailing the steady decline of A&F stock coincidentally came out right after new wake of their non-endorsement offer to Sitch had leaked.
There was no mention of any correlation to the Jersey Shore cast's love for the brand, but company's stock took a dive of nine percent regardless.
Not that MTV is bitter in the least.
"It's a clever PR stunt," the network said. "We'd love to work with them on other ways they can leverage Jersey Shore to reach the largest youth audience on TV."
MTV 1, A&F 0.