OMG! Is logical thinking creeping into advertising?

Heard it on some program while at the gym yesterday and now got reminded by the Miami Herald in today's edition:

Absolutely logical, though. If Nike, Adidas and everyone else is paying athletes amazing figures to wear their cloting and logo because it is supposed to generate sales... it stands to reason that having someone as cheesy and low-lifer as Mike "The Situation" Sorrention wear your brand could send the wrong signal.

Great move by A&F! In a single swoop they have accomplished several things:

• Notoriety -- Everyone is talking about them
• Clarity -- Now we know who is NOT the target user
• Definition -- And by contrast, I assume we know who is

Absolutely love it