Overview

• American Eagle’s limited-edition Sydney Jean, embroidered with a butterfly motif, is available in stores and online with 100% of net proceeds donated to Crisis Text Line.
• Campaign elements include 3D billboards featuring Sweeney in Times Square and on the Las Vegas Sphere, an AI-enabled virtual try-on feature and a Snapchat lens for direct engagement.
• Retail traders on WallStreetBets drove a 17.65% stock surge on July 23 following the campaign announcement, though shares later retraced 6.1% on July 24.
• Despite the pullback, American Eagle’s shares remain above levels seen before the Sweeney collaboration, reflecting sustained investor interest.
• The initiative aims to reenergize American Eagle’s core denim offering after a down year in share price and a withdrawn annual guidance.