Us Wrap: Tiger Woods Loses Another Endorsement Deal

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 Jemal Countess/WireImage.com

Tiger Woods lost his endorsement deal with Tag Heuer Friday, as a spokesman for the Swiss watch retailer said: "We recognize Tiger Woods as a great sportsman but we have to take account of the sensitivity of some consumers in relation to recent events."[Extra]

–From the Jersey Shore to Hollywood? Cast members Mike "The Situation" Sorrentino and Ronnie Magro are reportedly ditching their East Coast roots to make a name for themselves in L.A. As for Snooki? She's not going anywhere. "I'm an East Coast girl," she says. "I love the winter. I would miss the cold and the snow." [OMG]

–Shirts off! Taylor Lautner has signed on to star as a college student on spring break who gets tangled up in a drug cartel in Summit Entertainment's Cancun. The action flick is the first to be released by the production company the actor shares with his father, Dan. [Perez Hilton]

–Looks like Kingston Rossdale is dressing himself these days. The 3-year-old son of Gwen Stefani and Gavin Rossdale rocked a chunky red-and-black sweater, patchwork jeans and rubber rainboots for an outing in London Friday. [Celebrity Baby Scoop]

Charlize Theron debuted a new line of eco-friendly TOMS shoes to raise funds for children in her native South Africa Friday. Funds from the sale of Theron's design — featuring an image of the African baobab tree — will go to the Charlize Theron Africa Outreach Project, with the footwear retailer donating another 10,000 pairs to children in need on her behalf. [Wonderwall]

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