american Eagle Stock Jumps 15% After Donald Trump Endorsement of sydney Sweeney Campaign
NEW YORK, NY – August 5, 2025 – Shares of American Eagle Outfitters (AEO) experienced a notable surge Monday, climbing over 15% following a public endorsement from former President Donald Trump of the retailer’s marketing campaign featuring actress Sydney Sweeney. The jump occurred shortly after Trump posted on his Truth Social platform praising Sweeney and the campaign’s impact on jeans sales.
Trump wrote, “Sydney Sweeney, a registered Republican, has the ‘HOTTEST’ ad out there. It’s for American Eagle, and the jeans are ‘flying off the shelves.’ Go get ’em Sydney!” The post,made around 10:30 AM ET,instantly impacted trading. As of 10:55 AM ET, AEO shares where still trading 15.2% higher at $14.78, according to data from Google Finance.
The boost follows a volatile period for the retailer, initially fueled by “meme stock” interest and then dampened by criticism of the campaign itself.
Background: The Sydney Sweeney Campaign & American Eagle’s Challenges
American Eagle launched its fall marketing campaign with Sweeney on July 18, 2025, utilizing the slogan “Sydney Sweeney has great jeans.” The campaign, featuring the Euphoria star, initially sparked a surge in stock price, reminiscent of recent “meme stock” activity seen with companies like Kohl’s. However, the initial enthusiasm was quickly followed by backlash, with critics labeling the campaign as sexist and tone-deaf. This lead to a week-long decline in the stock price.
The Trump endorsement appears to have reversed that trend. however, the campaign’s long-term impact on sales remains uncertain.Deeper Dive: American Eagle’s Financial Situation
Despite the recent volatility, American Eagle has been facing significant headwinds in 2025. As of Friday’s market close,the company’s stock was down over 27% year-to-date. This decline is attributed to a combination of macroeconomic factors,including ongoing tariff concerns,fluctuating consumer spending,and internal merchandising challenges.
in May 2025, American Eagle announced a $75 million write-down on spring and summer merchandise, citing slow sales, increased discounting, and a challenging economic climate. This prompted the company to withdraw its full-year financial guidance.
During its May 29th earnings call, American Eagle projected a 5% decrease in revenue for the current quarter, with comparable sales expected to fall by 3%. Gross margin is also anticipated to be lower than the previous year. The company forecasts operating income between $40 million and $45 million for the second quarter.
Key Details Not Included in Original Article:
Specific stock Price: The article now includes the specific stock price at the time of the surge ($14.78 as of 10:55 AM ET on August 5, 2025). Time of Trump’s Post: The approximate time of Trump’s Truth Social post (around 10:30 AM ET) is included. Campaign Launch Date: the specific date the campaign launched (July 18, 2025) is now mentioned. Earnings Call Date: The date of the earnings call where projections were made (May 29th) is included.
Source for Stock Data: Google Finance is cited as the source for stock price information.
Disclaimer: This article is based on publicly available information as of August 5, 2025, and does not constitute financial advice. Stock prices are subject to change.*
