After dissing The Situation, the stock price for Abercrombie & Fitch (ANF) fell nearly 10% at one point on Wednesday.
It was the first trading session after the clothing retailer offered "The Jersey Shore" star Michael "The Situation" Sorrentino and other members of the hit MTV reality show "substantial payment" if they stopped wearing Abercrombie-branded clothes.
But what more likely moved the stock was a retreat from a recent run-up after the company reported earnings that beat analysts' expectations, and gave tepid comments about its outlook.
As for the situation with The Situation, John D. Morris, senior retail analyst for BMO Capital Markets had words of praise for the way Abercrombie & Fitch put itself in the spotlight by capitalizing on its association with a celebrity.
An MTV spokesperson told CNN: "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."
LAMediaWatch.com
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