Overview

• Shares jumped more than 20% in after-hours trading after the company topped Q2 estimates with earnings of 45 cents per share on $1.28 billion in revenue.
• The retailer reissued its full-year outlook, calling for approximately flat comparable sales and cutting its operating income target to $255 million to $265 million due to tariffs.
• Executives called the Sydney Sweeney push the brand’s best campaign to date, citing roughly 700,000 new customers, denim sellouts, and double-digit traffic gains.
• A Travis Kelce collaboration generated three times more day-one sales than past partnerships, with several athlete-worn items selling out.
• The campaign drew criticism over alleged eugenics undertones and political commentary, while third-party indicators earlier showed mixed sales and traffic trends, leaving durability uncertain.