Overview

• Shares surged roughly 24% to 38% across after-hours and Thursday trading, one of the brand’s largest single‑day moves in years.
• For Q2, revenue reached $1.28 billion with EPS of $0.45, topping estimates as management linked momentum to the Sydney Sweeney and Travis Kelce campaigns.
• Executives said customer counts rose by more than 700,000 and the advertising generated tens of billions of impressions, with Sweeney’s signature items selling out quickly.
• American Eagle guided to flat full‑year comparable sales and flagged low‑single‑digit comp growth for the third and fourth quarters, noting Aerie returned to growth.
• Independent transaction data show year‑over‑year sales growth slowed after the ad launch, and the campaign drew criticism over racialized messaging even as prominent supporters amplified it.