“Sydney Sweeney has great jeans”: American Eagle ad campaign goes viral and company’s stock goes through the roof

Sydney Sweeney is famous for her acting roles in popular television series and films with her breakthrough coming with acclaimed performances in Euphoria (2019-present) as she portrays Cassie Howard, a complex teenager, which earned her an Emmy nomination and significant mainstream recognition.

She also starred in the likes of The White Lotus as Olivia Mossbacher in the first season of the anthology series. She’s also featured in key hollywood films such as: Once Upon a Time in Hollywood (2019), Reality (2023) and Anyone But You (2023).

She’ll also play the key role in the forthcoming Christy which is a biographical sports drama film about the former professional boxer Christy Martin.

Jeans

The 27-year-old was selected to front the latest American Eagle Jeans campaign which has been generating significant attention, primarily due to a controversial tagline and its perceived implications.

One of the “Great Genes” vs. “Great Jeans” ads. sees Sweeney crossing out the word “genes” on a billboard and replacing it with “jeans.” While intended as a playful pun, critics argue that the phrase “great genes,” especially when associated with Sweeney (a blonde-haired, blue-eyed woman often seen as embodying “classic American beauty”), carries historical baggage.

The campaign quickly went viral, sparking fierce debate across social media. Some users have called it “white supremacist,” demanding the ads be removed. Others, like TV host Megyn Kelly, have defended the campaign, calling the controversy “absurd” and blaming “the lunatic left” for overreacting. This division has further amplified the attention.

American Eagle’s strategy

From American Eagle’s perspective, the campaign was a strategic move to re-engage with Gen Z and elevate their brand. Sydney Sweeney is a highly popular figure among this demographic, and her involvement was intended to generate buzz. The brand also implemented innovative media strategies, including 3D billboards and AI try-on tools, to maximize reach. Ironically, while facing social media backlash, the campaign has reportedly led to a spike in American Eagle’s shares.

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