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XX-XY Athletics founder and former Levi’s model President Jennifer Sey joins ‘Varney & Co.’ to weigh in on American Eagle’s controversial commercial with Sydney Sweeney.
American Eagle shares spiked 25% in after-hours buying and selling Wednesday after the retailer’s launch of its second quarter earnings report through which it touted the success of its advert marketing campaign with actress Sydney Sweeney.
Within the earnings report, the Pittsburgh-based clothes firm credited Sweeney’s controversial “Nice Denims” marketing campaign, which launched in July and likewise included a fall denim assortment, partly for an increase in engagement, comparable gross sales and buyer consciousness.
“The enduring fall denim marketing campaign with Sydney Sweeney affirms we’re the American denims model,” Jay Schottenstein, CEO of American Eagle Outfitters, mentioned in the course of the Wednesday earnings name. “We noticed record-breaking new buyer acquisition and model consciousness reducing throughout age demographics and genders.”
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Sydney Sweeney at Lionsgate’s “Americana” Los Angeles screening at Desert 5 Spot Aug. 3, 2025, in Los Angeles. (Gilbert Flores/Selection by way of Getty Photographs / Getty Photographs)
American Eagle additionally acknowledged the success of its just lately launched advertising partnership with skilled soccer participant Travis Kelce, who’s engaged to singer Taylor Swift. The corporate introduced final week it was launching a limited-edition design collaboration with Kelce’s way of life model, Tru Kolors.
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“Fueled by stronger product choices and the success of current advertising campaigns with Sydney Sweeney and Travis Kelce, now we have seen an uptick in buyer consciousness, engagement and comparable gross sales,” Schottenstein mentioned in a press release.
“We stay up for constructing on our progress and the continued power of our iconic manufacturers to drive increased profitability, long-term development and shareholder worth.”
A window show of actress Sydney Sweeney within the window of an American Eagle retailer Aug. 1, 2025, in New York Metropolis. (Michael M. Santiago/Getty Photographs / Getty Photographs)
American Eagle, which is targeted on Gen Z customers, has beforehand partnered with actress Jenna Ortega and tennis participant Coco Gauff, Reuters reported.
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Earlier this summer time, the retail large launched its marketing campaign with Sydney Sweeney, titled “Sydney Sweeney Has Nice Denims.” After the launch, there was a mixture of reactions on social media.
Travis Kelce, left, and Taylor Swift react because the Edmonton Oilers and the Florida Panthers play in the course of the first interval in Recreation 4 of the 2025 Stanley Cup Ultimate at Amerant Financial institution Enviornment June 12, 2025, in Dawn, Fla. (Bruce Bennett/Getty Photographs / Getty Photographs)
Some dubbed the American Eagle marketing campaign “tone-deaf” as a consequence of alleged racial undertones. Others praised the actress for killing “woke” promoting. President Trump even chimed in, calling the advert marketing campaign “unbelievable.”
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In a promo video posted to the model’s Instagram, the 27-year-old walked towards an American Eagle billboard that includes her and the tagline “Sydney Sweeney Has Nice Genes.” Sweeney crossed out “Genes” and changed it with “Denims” earlier than strolling away.
Fox Information Digital’s Janelle Ash contributed to this report.
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