Sidney Sweeney recently released a new advertisement for American Eagle, and it had an impressive impact on the retailer’s stock price.
The stock jumped 9% on Wednesday, closing above $19 after the renewal of its partnership with the “Euphoria” actress. The new denim shorts campaign, titled “Sid for short,” is getting attention.
In a brief, 15-second promotional video, Sweeney features in a rapid montage showcasing various shorts and cutoffs against a beach setting. There’s this catchy line, “What brand am I wearing?” perhaps to engage viewers.
American Eagle initially teamed up with Sweeney last July for a campaign called “Great Jeans,” which went viral and helped double the stock price by the holiday season. This collaboration reportedly attracted over a million new customers.
However, since then, the stock has declined by about 27% this year prior to the latest announcement.
The campaign sparked political controversy last summer, with some critics labeling it as “Nazi propaganda.”
During that initial campaign, Sweeney mentioned, “Genes are passed from parent to child” while contrasting it with her blue jeans, which stirred discussions online.
Former President Trump suggested that if Sweeney were a registered Republican, she would have received more praise for her ads.
Last year, American Eagle mentioned that their collaboration with Sweeney sold out quickly, with some items disappearing within a day. The campaign garnered over 150 million views on social media, revitalizing the brand’s image significantly.
Jennifer Foyle, the president and executive creative director for the brand, remarked that jean shorts have always been a summer staple, and American Eagle shines in that category.
The brand is also exploring partnerships with other celebrities, such as Martha Stewart and NFL star Travis Kelce, following the success of Sidney Sweeney’s campaigns.
