Overview

• American Eagle issued a statement on August 1 dismissing claims of white supremacist or eugenics messaging and reaffirming that the slogan solely promotes its denim products.
• The campaign’s pun-based tagline “Sydney Sweeney Has Great Jeans” triggered accusations of Nazi propaganda for its double entendre on genes and jeans.
• Independent polling commissioned by the company found that approximately 70% of respondents reacted positively to the promotion.
• Shares of American Eagle spiked following the campaign launch and remain elevated above pre-launch levels amid ongoing social-media engagement.
• All proceeds from the limited-edition Sydney Jean line are pledged to Crisis Text Line to support domestic violence survivors.