OAN Staff Katherine Mosack
3:12 PM – Thursday, September 4, 2025
Sydney Sweeney’s risqué jeans advertisement prompted a surge in sales for American Eagle and even increased the company’s stock by nearly 30%.
The campaign, featuring the 27-year-old “Euphoria” actress, was titled “Sydney Sweeney Has Great Jeans,” and it launched in July this year. It has been credited with a substantial increase in both sales and stock value.
“Sweeney is a winner, and in just six weeks, the campaign has generated unprecedented new customer acquisition,” chief marketing officer Craig Brommers said on the company’s second quarter earnings call.
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American Eagle noted that products from the Sweeney collaboration, including custom jeans, sold out within a week, with some items sold out in just one day. Her “Syd’s Picks” shop has been restocked at least four times, and the brand also reportedly gained new customers in every U.S. county.
This expansion was supported by a broader marketing strategy, including a collaboration with NFL star Travis Kelce’s Tru Kolors brand.
Brommers, a veteran marketer who joined American Eagle in 2020 after stints at the Gap and Abercrombie, told The Business of Fashion that “Hands down, the Sydney Sweeney Has Great Jeans campaign is our most successful campaign to date.”
“The marketing results speak for themselves,” he added.
Brommers further stated that the actress will continue to be the face of the brand, and “new elements” of the campaign will be rolling out this fall.
American Eagle CEO Jay Schottenstein also chimed in to give his take on the matter.
“We saw a record-breaking new customer acquisition and brand awareness cutting across age, demographics and genders,” said Schottenstein on Wednesday.
When it first launched, the campaign sparked significant controversy.
Critics on the political left argued that the double entendre equating “jeans” with “genes” carried racial overtones, given Sweeney’s fair skin, blonde hair, and blue eyes. Some also argued that the reference to her jeans being blue could be seen as a nod to her blue eyes—a feature often associated with traditional “Aryan” ideals of beauty—that the ads seemed to celebrate.
The discussion eventually reached the White House, with President Donald Trump coming out in support of Sweeney on August 4th.
“Sydney Sweeney, a registered Republican, has the HOTTEST ad out there,” he wrote. “It’s for American Eagle, and the jeans are ‘flying [off] the shelves.’ Go get ’em Sydney. Being WOKE is for losers, being Republican is what you want to be.”
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