NEW YORK – American Eagle Outfitters (NYSE: AEO) has experienced a significant surge in its stock value, with shares reportedly climbing by as much as 16% in recent trading, coinciding with the launch of its new "Sydney Sweeney Has Great Jeans" advertising campaign. The social media buzz surrounding the campaign, featuring actress Sydney Sweeney, has been cited as a key driver behind the renewed investor and consumer interest in the apparel retailer.
The campaign, which debuted on July 23, 2025, is American Eagle's most extensive to date, leveraging a multi-platform approach including 3D billboards, an activation on the Las Vegas Sphere, and AI-powered try-on technology. Its direct and provocative tagline, "Sydney Sweeney Has Great Jeans," aims to reconnect with Gen Z consumers and inject new energy into the brand. This marketing push appears to be a strategic move to regain relevancy.
While a recent tweet from @johncoogan noted, "The new CEO is making moves, putting Sydney Sweeney in ads and absolutely printing and bringing new relevancy to American Eagle," company records indicate that Jay Schottenstein has served as American Eagle's Executive Chairman and CEO for a substantial period, with multiple tenures in the top leadership role. The tweet likely reflects a perception of renewed strategic vigor under existing leadership rather than a recent change in CEO.
The immediate impact of the Sweeney campaign on American Eagle's stock performance has been notable, with reports indicating a market capitalization increase of hundreds of millions of dollars. This surge has drawn comparisons to "meme stock" phenomena, fueled by high short interest and enthusiastic retail trader engagement. The company's focus on denim, a core product, through a high-profile celebrity endorsement, appears to have resonated strongly.
American Eagle has been actively working to revitalize its brand and market position. The company's decision to invest heavily in the Sydney Sweeney campaign underscores its commitment to innovative marketing and its strategy to capture the attention of a younger demographic. This effort follows previous campaigns featuring other prominent figures, but the current initiative stands out for its scale and immediate market reaction.