American Eagle is banking on Sydney Sweeney’s star appeal—and strong “jeans genes”—to boost fall denim sales among budget-conscious shoppers.
Launched on July 23, the campaign titled “Sydney Sweeney Has Great Jeans” is the retailer’s most ambitious yet, spotlighting 50 fresh denim styles.
The brand isn’t holding back on promotion either. From an eye-catching 29-story 3D billboard of Sweeney in Times Square to immersive 360° visuals on Las Vegas’ Exosphere, American Eagle is making a splash. The campaign also spans digital platforms like Snapchat, BeReal, and connected TV.
Credit: American Eagle
Though the company hasn’t revealed exact spending, CMO Craig Brommers confirmed that this campaign's media investment is well beyond previous efforts.
With fall marking a crucial season for back-to-school and wardrobe updates, American Eagle is aiming to bounce back after a tough start to the year—including a $68 million operating loss in Q1 due to tariffs, sluggish sales, and an unseasonably cold spring.
Still, denim remained a consistent favorite among shoppers, and the new campaign capitalizes on that resilience. According to Brommers, in times of financial uncertainty, consumers may hesitate—but the right product and personality can still inspire them to spend.
