Derek Jeter Denies Thinking 50 Cent Was "Too Urban" to Endorse Swedish Underwear Brand

Derek Jeter is alleged in a lawsuit from the Swedish underwear company Frigo to have reneged on an agreement to promote their brand. TMZ details:

"According to the suit, Jeter signed a 3-year deal to be a director of the company in 2011 and agreed to participate in major publicity events. But things went south in 2013 — first, Jeter allegedly told Frigo he didn’t want his involvement with the company to be public during the U.S. launch. So, the company tapped 50 Cent to be the brand ambassador instead — which didn’t jive with Jeter, according to the suit. And why? The majority owner of Frigo, Mathias Ingvarsson, claims Jeter felt 50 would make the brand too “urban.”"

According to TMZ, Frigo intends to opt for arbitration as opposed to an open court, so it sounds like this entanglement is just in its early stages for now. Jeter, as you may expect, expressly denies the allegations:

"“The allegations made by Mr. Ingvarsson of RevolutionWear are categorically false. I facilitated the introductory meeting between 50 Cent and the Company, so it makes absolutely no sense that I would object to 50 Cent being a Frigo brand ambassador or think that 50 Cent is ‘too urban’ for the brand. Mr. Ingvarsson’s statements are particularly malicious because he knew all along that I never agreed to be a spokesperson or ambassador for the brand, and that is confirmed in documents that Mr. Ingvarsson himself signed.”"

Frigo is apparently seeking $4.7 million from Jeter after supposedly losing $30 million in value in the botched business deal.

[Photo by Alex Goodlett/Getty Images]