On Monday morning at the New York Stock Exchange, Jay Schottenstein, CEO and executive chairman of American Eagle Outfitters Inc., joined actress Sydney Sweeney to ring the opening bell, marking the start of the trading day. This event highlighted American Eagle’s ongoing promotional efforts, centered around the Sydney Sweeney American Eagle campaign that has attracted considerable attention.
Reflecting on Last Year’s Impactful Marketing Campaigns
Schottenstein emphasized the importance of the company’s recent collaborations during the bell-ringing ceremony. He described the Sydney Sweeney partnership as
“the most memorable campaign in our history”
and credited it with contributing to the business’s strong performance during the second half of last year. He further added,
“We will continue to build on this momentum in 2026 through compelling product collections and even more engaging experiences for our customers.”
Controversy Surrounding the “Great Jeans” Promotion
The “Sydney Sweeney Has Great Jeans” campaign, launched last July, featured a promotional video in which Sweeney, the 27-year-old star of Euphoria, lays on the floor and zips up her jeans while commenting,
“Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue.”
This wordplay sparked criticism from some observers, who interpreted the phrase as referencing eugenics or evoking Nazi-related symbolism, especially due to Sweeney’s blue eyes and fair complexion.
Despite the backlash, American Eagle maintained that the campaign’s intention was solely to celebrate their denim products. The controversy overlooked that Schottenstein is a well-known Jewish philanthropist, which added complexity to the situation.
Marketing Success and Expansion into New Partnerships
Regardless of the mixed reactions, American Eagle’s collaborations with Sydney Sweeney and NFL player Travis Kelce generated more than 44 billion impressions, significantly boosting the brand’s visibility and traffic throughout the third quarter, according to company data. Looking forward, the retailer is focusing on new initiatives, including a recently announced five-year partnership with Spanish football star Lamine Yamal. This alliance will involve campaigns and product collaborations aimed at sustaining and expanding the brand’s reach.
