Overview
- American Eagle launched videos featuring Martha Stewart wrapping gifts and staging holiday moments on an all-denim set, with spots running on social channels and Connected TV.
- CMO Craig Brommers said Stewart was chosen because she bridges generations, positioning AE as a go-to jeans gift for Gen Z and the family members who shop for them.
- The holiday push follows AE’s controversial summer Sydney Sweeney ad; executives defended the work as effective, citing nearly one million new customers and calling it the brand’s most successful campaign to date.
- Coverage noted a short-term market reaction, with the New York Post reporting AE shares rose about 3% after Stewart was revealed as the face of the campaign.
- AE is pursuing a dual-track strategy by continuing to promote Sweeney-led product moments, even as BoF’s Insights Brand Pulse shows consumer connection scores remain below pre-controversy levels.