Overview

• The retailer reported $1.28 billion in Q2 revenue, its second-highest for the quarter, with comparable sales down 1% yet ahead of expectations.
• American Eagle said the campaign added roughly 700,000 new customers, drove gains in every U.S. county, and helped generate a combined 40 billion impressions with a Travis Kelce tie-in.
• Sweeney’s custom jacket sold out in one day and her Ultra Wide-Leg Jean sold out in one week, with her ‘Syd’s Picks’ restocked four times and 100% of proceeds from the jeans benefiting Crisis Text Line.
• The company will extend Sweeney-led advertising with new elements and is expanding its Kelce collaboration after a strong first drop, with a second release scheduled for Sept. 24.
• Despite the surge in awareness, management acknowledged the need to sustain momentum as outside data show mixed trends and guidance factors in tariff headwinds of about $20 million in Q3 and $40–$50 million in Q4.