A showcase of actress Sydney Sweeney is seen on a window of a American Eagle store on August 01, 2025 in New York.
Michael M. Santiago | Getty images
Actions of American eagle President Donald Trump jumped on Monday on Monday after President Donald Trump complimented the retailer’s marketing campaign with actress Sydney Sweeney.
“Sydney Sweeney, an inscribed republican, has the” hottest “announcement. It is for American Eagle, and the jeans” fly shelves “. Go seek them Sydney!” Trump wrote on his social media site Truth social shortly after the opening of the markets.
Shortly after Trump’s position, American Eagle’s shares increased and still negotiated around 18% higher in the early afternoon. Monday’s earnings come a little more than a week after American Eagle announced for the first time that the star of “Euphoria” will be the head of his fall marketing campaign with the slogan: “Sydney Sweeney has excellent Jean.”
Initially, the title increased in an apparent episode of Mania even Stock, but during last week, the actions of the company were decreased while American Eagle was criticized on the campaign. This Tuesday rebounded on Monday when Trump weighed on the speech.
The Slogan American Eagle chose for the campaign – “Sydney Sweeney has an excellent jean” – led some extreme left criticism to say that the remark was a double entry. Instead of being on the pants, it was really the actress’s genetics and the fact that she has blond hair and blue eyes, criticism said. The announcement also faced a decline more widely to be too sexualized and disconnected, recalling the previous marketing standards which, according to many, no longer resonate with the public.
American Eagle remained largely silent on the question – publishing a brief declaration on his Instagram account on Friday that the slogan “was and was still on the jeans”.
“We will continue to celebrate the way everyone carries their AE jeans with confidence,” said society. “Super jeans look good for everyone.”
The saga highlights the stiff rope that marketing specialists walks when they decide the types of announcements to distribute and the public they should target when consumers’ attention is more difficult than ever to win and maintain. The unfortunate collaboration of Bud Lite Dylan Mulvaney and the subsequent impact on its sales and the share price have stressed how things can go wrong when companies disclose marketing that some can consider “awake”. On the other hand, the American Eagle campaign now shows the other side of this medal – which can happen when a business releases marketing that is not “awake” and perhaps more accepted on the cultural right.
In the American Eagle campaign with Sweeney, the company is struggling to increase sales, and marketing Blitz is one of the many things it does to reverse this negative crisis.
It is too early to say if the campaign had a positive or negative impact, but it made American Eagle more in mind with the buyers. Google Trend Data shows that the interest in research for American Eagle is at its highest level in more than 20 years. Whether or not this research interest translates by more buyers buying jeans in American Eagle will be clearer when the retailer reports his income, which is planned in the coming weeks.
From Friday’s close, American Eagle’s actions have dropped more than 27% so far this year, while the company struggling with higher macroeconomic concerns linked to prices, consumption expenses and its own faux pas of merchanting.
Earlier this year, the company said that it would take a reduction of $ 75 million in spring and summer goods after having retired its directives due to slow sales, steep reduction and a volatile macroeconomic environment.
For its current quarter, American Eagle said in May that it expects revenues to drop by 5%, comparable sales are down 3% and that the gross margin is lower compared to the previous year. Its operating income for the second quarter is expected to be between $ 40 million and $ 45 million.