Newscasts - American Eagle rides high on Sydney Sweeney ad buzz

American Eagle Outfitters

04/09/2025 17:39

Click the following link to watch video: https://share.newscasts.refinitiv.com/link?entryId=1_i2a6lgx8&referenceId=tag:reuters.com,2025:newsml_RW219604092025RP1_930&pageId=Newscasts
Source: 'Reuters - Business videos'

Description: American Eagle's shares jumped 33% on Thursday, fueled by a flurry of interest in the retailer, thanks to a controversial ad campaign featuring "Euphoria" actor Sydney Sweeney. Lisa Bernhard has more.

Short Link: https://lseg.group/47uAVH2

Video Transcript:

American Eagle is proving that there's no such thing as bad publicity. The retailer's shares soared 33% on Thursday, fueled by a controversial ad campaign featuring "Euphoria" actor Sydney Sweeney that has boosted consumer demand. The ads, which feature the tagline "Sydney Sweeney Has Great Jeans," garnered backlash on social media over perceived racial undertones related to genetic traits. But they nonetheless delivered what American Eagle's chief marketing officer called "unprecedented new customer acquisition." As a result, the ads are "not going anywhere," he said, adding that the campaign will continue through the end of the year. The retailer is also benefiting from its collaboration with Tru Kolors, the clothing brand of NFL star Travis Kelce, also known as Taylor Swift's fiance. American Eagle said its customer count was up more than 700,000 since the launch of the campaigns with Sweeney and Kelce, with their ads generating 40 billion impressions. The company is relying on celebrity-led campaigns to attract Gen Z and boost demand among shoppers who are pulling back on spending amid economic uncertainty.