A window display by the actress Sydney Sweeney can be seen on August 1, 2025 in New York City on a window of an American Eagle shop.
Michael M. Santiago | Getty pictures
Shares of American eagle On Monday, 20%rose on Monday after President Donald Trump had added the retailing campaign of the retailer with the actress Sydney Sweeney.
“Sydney Sweeney, a registered Republican, has the” hottest “advertisement out there. It is for American Eagle, and the jeans fly out of the shelves. Get Em Sydney!” Trump wrote on his social media site Truth social Not long after the markets opened.
Shortly after Trump's posts, the stocks of American Eagle jumped and still acted by 20% higher in the early afternoon trade. The growth on Monday came a little more than a week after American Eagle announced for the first time that the star “Euphoria” would lead its autumn marketing campaign With the slogan: “Sydney Sweeney has great jeans.”
First, the stock rose in an obvious Meme Stock Mania attack, but the company's shares had decreased last week because American Eagle was criticized that the campaign was criticized. This slump recovered on Monday when Trump put on the discourse.
The Slogan American Eagle chose great jeans for the “Sydney Sweeney” campaign, some left -wing critics to say that the remark was twice away. Instead of being with pants, it was really about the genetics of the actress and the fact that she had blonde hair and blue eyes, critics said. The complaint was still before the setback because it was excessively sexualized and not touched, which is reminiscent of previous marketing standards, many of which say that they no longer take advantage of the public.
American Eagle has remained largely calm in this matter – a brief explanation for his publication published Instagram The report on Friday, which says that the slogan “goes and always went to the jeans”.
“We continue to celebrate how all of his AE jeans carry their way,” said the company. “Great jeans look good for everyone.”
The Saga underlines the linchpin and fishing points that marketers decide which types of ads are to be operated and which audience should address if consumers' attention is more difficult to win and wait. Bud Lite's unfortunate Dylan Mulvaney cooperation and the subsequent effects on sales and share price emphasize how things can go wrong when companies publish marketing that some may consider “waking up”. On the other hand, the American Eagle campaign now shows the other side of this coin – which can happen if a company publishes marketing that does not “woke up” and may be accepted more in cultural law.
In the run -up to the American Eagle campaign with SWEENEY, the company has difficulty increasing sales, and Marketing flash is one of the many things that do this negative break -in.
It is too early to say whether the campaign has a positive or negative manner, but it has made the American Eagle more first -class among buyers. Google Trend Data shows that search interest for American Eagle has been at the highest level for more than 20 years. Whether the search interest means for more buyers or not, it becomes clearer if the retailer reports the profits, which is expected in the next few weeks.
Until the end of Friday, the stocks of American Eagle decreased by more than 27% this year, since the company sat down with larger macroeconomic concerns in connection with tariffs, consumer expenses and its own merchandising defects.
At the beginning of this year, the company said that it would be written by $ 75 million in spring and summer goods after it had drawn its instructions for the overall year due to slow sales, steep discounts and a volatile macroeconomic environment.
In its current quarter, American Eagle said in May that sales will decrease by 5%, the comparable sales by 3% and the gross margin will be lower compared to the previous year. The operating result for the second quarter is expected to be between 40 and 45 million US dollars.