Overview

• American Eagle refused to apologize after critics labeled its Sydney Sweeney ad racist and anti-woke.
• The company’s shares rose nearly 20% after the ad’s debut and climbed an additional 10% on August 2.
• White House communications director Steven Cheung publicly defended Sydney Sweeney and criticized cancel culture.
• The ad’s slogan plays on a pun between “jeans” and “genes” and features Sweeney repairing a vintage Mustang while wearing denim.
• Marketing analysts say the strategy uses divisive cultural codes to energize Gen Z consumers and reclaim market share vacated by Abercrombie & Fitch.