This is marketing at its best. Abercrombie and Fitch, the teen retailer with borderline pedophile ads, actually offered to pay Mike “The Situation” Sorrentino NOT to wear their clothing.
Let’s call this the opposite of what brands have done for sports stars such as Michael Jordan, Tiger Woods and Peyton Manning. Yes, A&F is associating itself with a name – by turning it’s back on that name The Situation. I love this for so many reasons. Here are two, praising both sides:
Pro A&F: Develop your tribe by showing who you don’t allow/want in the group.
Pro Sitch: Whatever you are be it to the tenth power. Cultivate “haters” to solidify your brand.
Finally, check out the video I recorded which breaks this down even more.