American Eagle’s controversial celebrity campaigns aren’t just turning heads—they’re turning into a major sales windfall, proving that challenging “woke culture” can resonate with a wide audience.
American Eagle Outfitters’ shares soared 25% in after-hours trading after the US fashion retailer announced that its celebrity collaborations with Sydney Sweeney and Travis Kelce are expected to drive strong sales, signaling a potential turnaround for the brand amid earlier sales slumps. According to BBC News, the campaigns have garnered massive attention online and in stores, sparking debate while boosting product demand.
Celebrity Collaborations Fuel Sales Momentum
Despite a 1% decline in sales over May-July and a 5% drop the previous quarter, executives remain optimistic about upcoming performance. CEO Jay Schottenstein told BBC News that second-quarter results “exceeded expectations” and that marketing campaigns featuring Sweeney and Kelce have increased customer engagement. The company now forecasts low single-digit sales growth for the coming months, driven by purchases of denim, underwear, and other apparel.
Sweeney’s “Great Jeans” campaign, which appeared online, on storefronts, and across social media, became a viral sensation. Her ads, intended as a brand reset for American Eagle, achieved roughly 40 billion impressions and caused her signature jeans to sell out within a week. Travis Kelce’s collaboration, coinciding with his engagement to popstar Taylor Swift, has further enhanced the retailer’s profile.
Travis Kelce and Taylor Swift, whose recent engagement has amplified the visibility of Kelce’s collaboration with American Eagle.
Controversial “Great Jeans” Ad Sparks Debate
The Sydney Sweeney advertisement stirred debate online, with some critics interpreting its messaging as a reference to eugenics due to its phrasing about traits being “passed down from parents to offspring.” American Eagle maintains that the ad refers solely to denim and its product line. As Reuters reports, the campaign was strategically designed to rejuvenate American Eagle’s image and appeal to its teen and young adult customer base.
The ad’s visibility even reached the White House, where President Donald Trump praised Sweeney on Truth Social, calling it “the HOTTEST ad out there.”
Navigating Economic Challenges
American Eagle previously withdrew its annual sales forecast citing economic uncertainty. However, executives now see a path to modest growth thanks to strong marketing results. The company also expects tariffs to add approximately $70 million in costs during the second half of its financial year but has successfully reduced this figure through supplier negotiations and adjusted pricing strategies. According to Business Insider, these measures have minimized the financial impact while maintaining competitive pricing.
Sydney Sweeney stuns on the red carpet, balancing her high-profile acting career with her viral American Eagle campaign.
FAQs (People Also Ask)
How did Sydney Sweeney’s ad impact American Eagle’s sales?
The viral “Great Jeans” advertisement generated around 40 billion impressions and led to Sweeney’s signature jeans selling out within a week, boosting brand awareness and sales.
What role did Travis Kelce play in the campaign?
Travis Kelce’s collaboration increased the brand’s visibility, particularly following his engagement to Taylor Swift, enhancing American Eagle’s reach and appeal.
What were American Eagle’s recent sales figures?
Sales slipped 1% over the May-July period, following a 5% decline in the prior quarter, though executives remain positive about near-term growth.
How is the company mitigating tariff costs?
American Eagle renegotiated supplier contracts and adjusted pricing strategies to offset expected $70 million in tariffs during the second half of the financial year.
Conclusion
American Eagle’s bold use of celebrity endorsements has successfully captured public attention and boosted sales, despite past declines and economic headwinds. The company’s viral campaigns and strategic collaborations are driving engagement, but it’s also clear that anything perceived as pushing back against “woke culture” seems to gain massive support and a corresponding boost in sales.
This trend highlights that a significant portion of consumers are increasingly fed up with performative social messaging, and brands that tap into this sentiment can see tangible commercial benefits. With this combination of marketing savvy and cultural resonance, American Eagle is positioning itself for continued growth and stronger market relevance.
