Overview

• Since its July 24 launch, American Eagle’s stock has climbed up to 17%, adding hundreds of millions in market value.
• The “Great Jeans” wordplay has triggered online accusations that it echoes historic eugenics and white supremacist ideals.
• The campaign remains live across outdoor billboards in Times Square and the Las Vegas Sphere as well as on social media and augmented-reality platforms.
• All proceeds from the limited-edition “The Sydney Jean” denim line continue to benefit mental-health nonprofit Crisis Text Line.
• Supporters such as Megyn Kelly have defended the slogan as a harmless pun on denim, even as the debate shows no signs of fading.