Overview

• President Donald Trump’s multiple Truth Social posts praising the Sydney Sweeney ad contrasted it with other “woke” campaigns and drove American Eagle shares up about 24%.
• American Eagle shares closed near $13.30 on the New York Stock Exchange after the surge, reversing a streak of losses and keeping the company’s market value significantly higher.
• Critics argue the slogan “Sydney Sweeney Has Great Jeans” exploits a homophone with “genes” to evoke eugenic and white supremacist messaging.
• American Eagle defended the campaign on Instagram, saying it was solely focused on denim and noting that proceeds support the Crisis Text Line mental health charity.
• Doja Cat and Lizzo released satirical takes on the “genes/jeans” pun, and Republican allies including J.D. Vance and Donald Trump Jr. ridiculed critics and attacked other “woke” brands.