American Eagle Outfitters Inc. saw its stock soar after former US President Donald Trump publicly praised a recent advertisement featuring actress Sydney Sweeney. Trump described the commercial as the “HOTTEST ad out there” and claimed that American Eagle Jeans are “flying off the shelves,” boosting investor confidence in the apparel retailer.
The Viral Campaign and Market Reaction
The company launched an advertising campaign in July centered on the tagline “Sydney Sweeney Has Great Jeans.” One video highlights a play on words between “genes” and “jeans,” where Sweeney points out,
“genes are passed down from parents to offspring often determining traits like hair color, personality and even eye color.”
The ad then shows her stating, “My jeans are blue,” while emphasizing her blue eyes.
Following Trump’s supportive posts—though he initially misspelled Sweeney’s name before deleting the tweet—the retailer’s shares surged as much as 16%, marking its largest intraday gain since May 12. This came after the stock had fallen 36% year-to-date at last week’s close.
Public Backlash and Discussions Surrounding the Ad’s Messaging
The commercial sparked controversy online, with some accusing it of evoking the racist ideology of eugenics due to its emphasis on genetic traits associated with a White, blond woman. Meanwhile, other social media users argued that such criticism overanalyzes the advertisement’s intent, maintaining that the campaign simply highlights the wordplay between “genes” and “jeans.”
Potential Implications for American Eagle and Industry Observers
This unexpected surge in American Eagle Outfitters’ stock highlights the unpredictable influence of social media endorsements by high-profile figures like Donald Trump. Amid the mixed reactions to the campaign’s messaging, the company and its competitors will likely monitor public sentiment closely as they develop future marketing strategies. The episode underscores how advertising content can provoke both strong consumer interest and contentious debate in today’s polarized climate.
