Actress Sydney Sweeney joined American Eagle Outfitters Chairman and CEO Jay Schottenstein at the New York Stock Exchange Monday to ring the opening bell, a move signaling the retailer’s continued investment in its celebrity marketing strategy despite recent controversy.
The appearance comes less than a year after American Eagle launched its “Sydney Sweeney Has Great Jeans” campaign last summer, which drew criticism for its phrasing and perceived racial undertones. The campaign sparked a debate over whether the play on “jeans” and “genes” evoked a history of eugenics, with some critics labeling the ad as insensitive. The 19th News published an article titled “It’s not just ‘good genes.’ It’s a dark reminder of history” in response to the campaign.
Despite the backlash, American Eagle has continued its partnership with Sweeney, and the company highlighted the success of its marketing campaigns, including those featuring Sweeney and Travis Kelce, in its Q2 earnings call. According to Schottenstein, these campaigns contributed to an uptick in customer awareness, engagement, and comparable sales. The retailer reported a 6% increase in total revenue to $1.4 billion in its Q3 fiscal results, with comparable sales increasing by 1%.
Marketing experts suggest American Eagle’s decision to stand by Sweeney demonstrates a strategic commitment to its brand messaging. “Instead of reversing course at the first sign of pressure, they’re holding steady and communicating that partnerships are based on strategy, not on the temperature of what’s going on in social media,” said Deb Gabor, founder and CEO of Sol Marketing. Noah Mallin, founder of Mallination, added that a brand taking a firm stance can garner respect, stating, “In a way, people have more respect for a brand that sticks to their guns and says, ‘Listen, Here’s who we are.’”
American Eagle CMO Craig Brommers previously told Digiday Media’s Modern Retail that the campaign was intended to “cut through the noise” of a crowded marketing landscape. The company hired a crisis communications firm to address questions about the ad’s messaging but did not initially offer a further public response until its Q2 earnings call.
While the online criticism was significant, data from Morning Consult indicates that public opinion of American Eagle remained largely stable between June and August of last year, with 30% holding a “somewhat favorable” view, 19% “very favorable,” and only 4% “very unfavorable.” Experts note that online backlash doesn’t always translate to a decline in sales.
American Eagle has also recently signed country star Ella Langley, branding her as its “denim darling,” indicating a broader strategy of leveraging celebrity endorsements. The company is scheduled to announce its Q4 earnings on March 4.