Overview

• American Eagle launched the “Sydney Sweeney Has Great Jeans” campaign on July 23 with immersive out-of-home activations and a genes/jeans wordplay that drove a 4.2 percent stock gain on release day.
• Observers and cultural experts swiftly accused the ads of echoing eugenics and white supremacist overtones, prompting widespread criticism across social platforms.
• On July 29 the brand quietly removed all Sydney Sweeney videos from its official channels without issuing a substantive public statement.
• Despite the controversy, American Eagle’s shares have stayed above pre-campaign levels, boosting market value by over $400 million since late July.
• The retailer continues to sell its limited-edition “Sydney Jean,” directing every dollar of proceeds to Crisis Text Line’s domestic violence and mental health support programs.