'The Situation' denied legal use of name

A Memphis store filed for trademark in 2009

Looks like Jersey Shore star Mike Sorrentino won't be able to make money off his famous nickname: "The Situation."

The U.S. Patent and Trademark Office denied his trademark request, according to documents obtained by The Smoking Gun.

USPTO attorney Simon Teng explained that it was too similar to a "Situation" trademark given out in 2009 to a Memphis store that sells men's, women's and children's clothes and shoes. The lawyer said there would be a "likelihood of confusion [if a] 'The Situation' trademark was registered," according to The Smoking Gun.

Lawyers for Sorrentino argued the  MTV reality star wasn't operating a clothing store, but instead capitalizing on his "well known persona and fame."

(Co-star Nicole "Snooki" Polizzi’s trademark was rejected last month, thanks to a cartoon cat named Snookie who appeared in a 2004 children's book.)

The Hollywood Reporter broke Thursday that MTV will extend the second season of "The Jersey Shore" by two hourlong specials after the finale in October.

The Situation is estimated to earn $5 million this year thanks to his multiple endorsement deals
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