Remember way back in August, when Abercrombie & Fitch launched a convoluted publicity stunt to pay Mike "The Situation" Sorrentino not to wear their clothes? Well, turns out Sitch didn't think the little joke was too funny, and to prove it, he's suing the mall standby for $4 million.
Sorrentino says that Abercrombie “significantly profited” from a “false affiliation" with his "brand," and he's also pissed that the chain started selling T-shirts with emblazoned with Situation-isms like "GTL: (You Know The Deal)" and "The Fituation." “[Abercrombie's] advertising campaign was immensely successful; as it resulted in hundreds of newspapers and thousands of internet bloggers, publishing stories about [Abercrombie's] products and brand,” reads the lawsuit. Sitch, who may be broke, is suing for $1 million in royalties and $3 million in damages.
As Entertainment Weekly points out, the lawsuit brings up some interesting questions, like whether or not a press release counts as an advertising campaign, and whether or not the Situation possibly qualifies as a "smart businessman." If Ambercrombie's plummeting stock shares are any indication, the answer might actually be...yes?