'The Situation' Can't Trademark His Nickname

USMagazine, Friday, September 10, 2010, 7:52am (PDT)

Here's the situation: Mike "The Situation" Sorrentino can't trademark "The Situation."

Got that?

The super-buff "Jersey Shore" star, 29, recently filed an application with the U.S. Patent and Trademark Office to trademark his famous nickname (a reference to his six-pack abs) in order to market a "The Situation" clothing line.

Sadly, website The Smoking Gun has unearthed documents that confirm the USPTO rejected Sorrentino's application.

Pointing to a similar "Situation" trademark already granted a Memphis clothing retailer, a government attorney said the arguments of Sorrentino's lawyer were "unpersuasive."

Sorrentino's legal team unsuccessfully claimed that "the presence of the article 'The' is a key component of the mark, as it refers specifically to Mr. Sorrentino, and is reflective of how the term is used when applied to Mr. Sorrentino."

Back in June, Sorrentino announced he had partnered with retailer Dilligaf by Bohica Bill to create a line of "couture" clothing.

"Mike 'The Situation' embodies our irreverent approach to life," president Jodi Massry told UsMagazine.com in a statement. "He lives the 'Let's not take things so seriously' mentality every day." Dilligaf, which stands for "Do I Look Like I Give a F---," chose the MTV personality because "his style is unparalleled."

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