American Eagle Credits Controversial Sydney Sweeney ‘Great Jeans’ Campaign With Boosting Sales and Brand Awareness

Clothing retailer American Eagle is thrilled with the results of its “Sydney Sweeney has great jeans” marketing campaign — which became part of the national political conversation — and says it’s planning to do more with the actor later this year.

The company said Sweeney’s jeans collaboration sold out within a week with some items selling out within a day. Sweeney “is a winner, and in just six weeks, the campaign has generated unprecedented new customer acquisition,” CMO Craig Brommers told analysts on the earnings call.

In after-hours trading Wednesday, American Eagle stock was up nearly 25%.

However, while the company beat Wall Street expectations for the second quarter ended Aug. 2, 2025, American Eagle’s total net revenue of $1.28 billion for the period was down 1% compared with last year and total comparable sales also decreased 1%. Operating profit was $103 million, an increase of 2% versus the year-earlier period, while diluted earnings per share came in at 45 cents,…