Wednesday, 15 April 2026 11:56 AM EDT
American Eagle Outfitters shares jumped Wednesday after the denim retailer unveiled a second campaign with “Euphoria” star Sydney Sweeney—a year following its first collaboration that previously fueled a significant stock rally.
The company’s shares rose 6.53% to $18.93 during midday trading on Wednesday as American Eagle launched an ad featuring Sweeney for its summer denim shorts collection, including low-rise and super-low-rise micro “skorts.”
American Eagle’s initial campaign with Sweeney, titled “Great Jeans,” faced social media criticism but has driven a 77% surge in shares since it debuted in July 2025. Revenue increased by 37% over the past six months through January, compared to a 24% rise during the same period last year.
U.S. President Donald Trump previously stated: “If Sydney Sweeney is a registered Republican, I think her ad is fantastic.”
Credit and debit card data reveals that last summer’s campaign had a lasting impact on consumer behavior, with spending rising more among Republican-leaning shoppers, according to Michael Gunther, Senior Vice President of Research & Market Intelligence at Consumer Edge.
Apparel companies including American Eagle and Tapestry have increasingly turned to celebrity collaborations to attract affluent Gen Z customers willing to spend on premium items—despite broader economic challenges faced by lower- and middle-income consumers.
The new campaign, “Syd for Short: American Eagle Jean Shorts,” is part of the company’s efforts to boost demand as it navigates ongoing financial pressures linked to tariffs.
According to its latest annual filing, American Eagle sources most products from Asian vendors. The company’s shares have fallen 28% this year, though it recently reported annual sales exceeding estimates and a robust holiday quarter in March driven by campaigns featuring celebrities like Sweeney.
The “Great Jeans” campaign was rolled out just months after the company revised its annual targets last year due to tariff-related costs.
