An American Eagle announcement with actress Sydney Sweeney in advertising fences in New York, USA, on Monday, August 4, 2025.
Michael Nagle | Bloomberg | Getty images
Actions of American eagle It increased more than 23% on Monday after President Donald Trump congratulated the retail marketing campaign with actress Sydney Sweeney.
“Sydney Sweeney, a registered Republican, has the most popular ‘announcement.
Shortly after Trump’s publication, American Eagle’s actions jumped. Monday’s profits come just over a week after American Eagle announced for the first time that the “Euphoria” star would lead his autumn marketing campaign with the slogan: “Sydney Sweeney has great jeans.”
Initially, the action increased in an apparent episode of mania of memes shares, but during the past week, the company’s actions have decreased as American Eagle has faced criticism about the campaign. That fall recovered on Monday when Trump intervened in the speech.
The American Eagle motto chose for the campaign, “Sydney Sweeney has great jeans,” has led some critics of extreme left to say that the comment was a double meaning. Instead of being about pants, it was really the genetics of the actress and the fact that she has blond hair and blue eyes, critics said. The announcement also faced a setback more widely for being too sexualized and out of contact, reminiscent of the previous marketing standards that many say they no longer resonate with the public.
American Eagle has remained a large extent quiet about the matter, launching a brief statement in his Instagram account on Friday that said that the slogan “is and always was jeans.”
“We will continue to celebrate how everyone uses their AE jeans with confidence, their way,” said the company. “The great jeans look good in all.”
The saga highlights the tightrope that marketing specialists are walking when deciding what types of ads execute and the public they should point when consumer attention is more difficult than ever to win and maintain. The unfortunate collaboration of Dylan Mulvaney of Bud Lite and the subsequent impact on its sales and the price of the actions of its parent company, highlighted how things can go wrong when companies release marketing that some can consider “aroused.” On the other hand, the American Eagle campaign now shows the other side of that currency, which can happen when a company launches the marketing that is not “aroused” and perhaps more accepted in cultural law.
In the period prior to the American Eagle campaign with Sweeney, the company has been fighting for increasing sales, and marketing bombardment is one of the many things that you are doing to reverse that negative fall.
It is too early to say that if the campaign has positively or negatively affected sales, but has made American Eagle more important with buyers. Google Trend data shows that the search interest for American Eagle is at its highest level in more than 20 years. If this search interest translates or not into more buyers who buy American Eagle jeans, it will be clearer when the retailer informs profits, what is expected in the coming weeks.
As of Friday, American Eagle’s actions fell more than 27% so far this year, when the company dealt with larger macroeconomic concerns related to tariffs, consumers’s expenditure and their own false steps of marketing.
Earlier this year, the company said it would take a reduction of $ 75 million in the spring and summer merchandise after it withdrew its guide from the whole year due to slow sales, steep discounts and a volatile macroeconomic environment.
For its current quarter, American Eagle said in May that it expects income to fall by 5%, comparable sales decrease 3% and the gross margin will be lower compared to the previous year. Its operational income for the second quarter is expected to be between $ 40 million and $ 45 million.
