American Eagle Outfitters has announced that its marketing campaign with actress Sydney Sweeney is the most successful in the company’s history, driving substantial sales increases and stock performance despite significant backlash over controversial messaging. The campaign’s financial success underscores how viral controversy can sometimes translate into commercial gains, though it sparks debates on marketing ethics.
The ‘Sydney Sweeney Has Great Jeans’ campaign launched earlier this summer and quickly drew criticism for its wordplay between ‘genes’ and ‘jeans,’ with some interpreting it as promoting eugenics or racial insensitivity. This led to widespread social media outrage and coverage in various news outlets, highlighting the sensitive nature of the advertisement’s content.
During American Eagle’s second-quarter earnings call on Wednesday, executives reported revenue of $1.28 billion, attributing much of the boost to the Sweeney campaign. Chief Marketing Officer Craig Brommers described it as a record-breaker, generating unprecedented customer acquisition and heightened brand awareness across all U.S. demographics and regions.
Financially, the impact was immediate, with the company’s stock surging over 30% following the earnings report. Products featured in the campaign, including Sweeney’s custom jeans, sold out within a week, and her jacket sold out in a single day, demonstrating strong consumer engagement and demand despite the negative attention.
American Eagle has defended the campaign, with Brommers emphasizing its success and confirming that Sweeney will remain the face of the brand, with new elements planned for rollout this fall. Sweeney herself has avoided addressing the controversy, sidestepping questions in recent interviews, which has added to the ongoing public discourse.
In addition to the Sweeney campaign, American Eagle announced a collaboration with Travis Kelce’s Tru Kolors brand, which saw sales triple in its first day compared to previous collaborations, partly fueled by timing around Kelce’s engagement news with Taylor Swift. This synergy further boosted the company’s momentum and market position.
Looking ahead, executives forecast low single-digit sales growth in the coming months, driven by these marketing successes and stronger product offerings. The company’s ability to turn controversy into commercial victory raises questions about the balance between provocative advertising and brand responsibility in the competitive retail landscape.
This case serves as a notable example in marketing strategy, where initial backlash did not hinder financial performance, but it prompts reflection on how brands navigate sensitive topics to achieve business objectives without alienating segments of their audience.