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3w ago

American Eagle Defends ‘Genes/Jeans’ Campaign as Shares Rally and Store Visits Drop

Executives argue the campaign’s wordplay is purely a denim celebration after presidential praise, with a majority of adults backing the ad

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LONDON, ENGLAND - JUNE 10: Sydney Sweeney attends the "Echo Valley" European Premiere at the BFI Southbank on June 10, 2025 in London, England. (Photo by Stuart C. Wilson/Getty Images)
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Overview

  • The campaign features Sydney Sweeney stating “Genes are passed down… My jeans are blue” to market American Eagle’s denim line through a genes/jeans pun.
  • In its first official response, American Eagle said the ads “is and always was about the jeans” and aims to celebrate how wearers feel confident in their AE denim.
  • A YouGov poll of 3,509 U.S. adults found 52% view the wordplay as appropriate, including 64% of Republicans, 46% of Democrats and 49% of independents.
  • President Trump’s endorsement on Truth Social drove a 24% one-day jump in shares, marking the retailer’s largest gain since 2000.
  • Data from AI insights firm Pass_by show national store traffic fell by 3.9% last week, reflecting sustained consumer unease over alleged eugenics undertones in the ads.