American Eagle’s Sales Surge Thanks to Sydney Sweeney’s Ad Campaign

American Eagle saw a significant boost in sales and stock value, thanks to a recent jeans advertisement featuring actress Sydney Sweeney, known for her role in “Euphoria.” The campaign, titled “Sydney Sweeney Has Great Jeans,” launched in July and has been linked to nearly a 30% rise in stock performance.

During an earnings call, Craig Brommers, the company’s chief marketing officer, highlighted the campaign’s success, noting that it has brought in an unprecedented number of new customers within just six weeks.

“Sweeney is a winner… This campaign has generated incredible new customer acquisition,” Brommers remarked.

American Eagle’s collaboration with Sweeney resulted in some items selling out rapidly, with custom jeans gone in a week and even within a day for others. Her curated “Syd’s Picks” collection has had to be restocked multiple times, successfully attracting customers from every county across the U.S.

This growth was also helped by a broader marketing strategy, including a partnership with NFL star Travis Kelce’s Tru Kolors brand.

Brommers, who joined American Eagle after working at Gap and Abercrombie, stated, “Hands down, the Sydney Sweeney Has Great Jeans campaign is our most successful campaign to date.” He emphasized that the marketing results clearly reflect this success.

He also mentioned that Sweeney will continue to represent the brand, and new elements of the campaign are expected to roll out this fall.

CEO Jay Schottenstein added his perspective, noting the remarkable growth in brand awareness and customer acquisition across diverse demographics.

“We saw a record-breaking new customer acquisition and brand awareness cutting across age, demographics and genders,” Schottenstein explained.

Upon its launch, the campaign faced considerable backlash. Some critics, particularly from the political left, pointed out that the play on words linking “jeans” and “genes” might evoke racial connotations, especially in light of Sweeney’s appearance. There were concerns about the portrayal of beauty ideals, particularly associated with her blue eyes and fair skin.

The controversy even reached the White House, with President Donald Trump expressing support for Sweeney, praising her ad on August 4.

“Sydney Sweeney, a registered Republican, has the HOTTEST ad out there… Go get ’em Sydney. Being WOKE is for losers, being Republican is what you want to be,” he tweeted.