American Eagle Credits Sydney Sweeney Campaign for Soaring Sales

American Eagle is riding high after its latest celebrity-driven campaigns helped the retailer deliver a surprise win on Wall Street.

Sydney Sweeney’s American Eagle jeans campaign sparks viral buzz, sells out denim lines, and fuels a major stock surge for the fashion brand

The clothing brand’s second-quarter earnings crushed analyst expectations, sending shares up 25% in after-hours trading. Executives attributed much of the momentum to a viral marketing blitz featuring Euphoria star Sydney Sweeney and Kansas City Chiefs tight end Travis Kelce.

Sydney Sweeney Effect

Launched in late July, American Eagle’s “Sydney has great jeans” campaign quickly exploded across TikTok, late-night TV, and even reached the White House, where former President Donald Trump praised the ad. The company reported that all Sweeney-branded denim styles sold out within a week, with several items gone in just a day.

Chief marketing officer Craig Brommers told investors, “Sydney Sweeney sells great jeans,” noting that the campaign generated an estimated 40 billion impressions and reset the brand’s image with younger consumers.

Adding Travis Kelce to the Mix

Just weeks later, American Eagle debuted a partnership with NFL star Travis Kelce, coinciding with his engagement to global pop icon Taylor Swift. The brand hopes the dual star power of Sweeney and Kelce will keep the momentum going after a turbulent year that saw the retailer pull financial guidance in May.

Turning Buzz Into Business

While viral campaigns don’t always translate into long-term gains, American Eagle executives believe this one can. “Our intent is to convert this buzz into business, and to convert these customers into repeat customers,” Brommers said.

For now, the marketing gamble is paying off, positioning American Eagle as one of retail’s surprise comeback stories of 2025.

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