American Eagle Outfitters experienced a dramatic stock surge on Monday, climbing more than 23% following public praise from former President Donald Trump. The surge came shortly after Trump applauded the brand’s new marketing campaign featuring actress Sydney Sweeney — a move that not only drew massive online attention but also reignited interest in the apparel retailer.
“Sydney Sweeney, a registered Republican, has the ‘HOTTEST’ ad out there. It’s for American Eagle, and the jeans are ‘flying off the shelves.’ Go get ‘em, Sydney!” Trump posted on Truth Social, his social media platform. The post quickly went viral, and American Eagle’s stock responded with immediate upward momentum.
Trump’s Endorsement Sparks Market Buzz
The timing of Trump’s message was significant. It arrived shortly after markets opened, quickly generating traction among investors and social media users alike. The company’s shares, which had been under pressure due to recent controversies surrounding the campaign, found a new wave of enthusiasm driven by Trump’s endorsement and renewed consumer attention.
American Eagle launched its fall 2025 marketing campaign earlier this month, headlined by Euphoria star Sydney Sweeney. The slogan — “Sydney Sweeney has great jeans” — plays on the actress’s known style and widespread appeal among Gen Z and millennial consumers. While the campaign initially gained attention for its creativity and celebrity involvement, it soon attracted criticism from some progressive circles.
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Controversy and Cultural Divide
Critics from the far left claimed that the slogan carried a double meaning, suggesting the phrase “great jeans” was more about Sweeney’s genetics — referencing her blonde hair and blue eyes — than denim. Others accused the ad of being overly sexualized and out of touch with current cultural norms, labeling it a throwback to outdated marketing strategies.
Despite the backlash, American Eagle issued a brief but firm statement via Instagram, clarifying the intention behind the campaign.
“The slogan is and always was about the jeans,” the company stated. “We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.”
That response, though restrained, helped the company control the narrative without escalating the controversy. Still, the marketing team found itself in a familiar dilemma—how to appeal to diverse audiences in an increasingly polarized marketplace.
A Strategic Marketing Gamble
The campaign with Sweeney is just one part of a broader effort by American Eagle to revitalize its brand image and drive sales amid mounting industry challenges. After struggling with declining foot traffic, inconsistent merchandising, and economic headwinds, the retailer is under pressure to regain relevance—particularly among younger consumers.
While the initial reaction to the campaign was mixed, Trump’s highly public praise gave the brand an unexpected advantage. It not only redirected the national conversation but also injected the campaign with viral momentum, transforming it into a trending topic across social media platforms.
The endorsement also served as a cultural counterpoint to past corporate missteps, such as Bud Light’s controversial partnership with influencer Dylan Mulvaney. That campaign, widely criticized by conservative voices, led to a significant consumer backlash and a steep decline in sales. In contrast, American Eagle’s current situation suggests the opposite may be possible—when a campaign resonates more strongly with conservative audiences, it can drive interest and sales rather than pushback.
Viral Attention Drives Online Searches
Google Trends data reveals a massive spike in search volume for “American Eagle” following the Trump post and the launch of the campaign. In fact, interest reached its highest level in over two decades, signaling that the campaign has succeeded in making the brand top of mind for many shoppers.
Still, whether that online buzz translates into revenue growth remains to be seen. Analysts and investors are now watching closely to assess how the marketing push will influence sales, especially with American Eagle’s next earnings report expected in the coming weeks.
American Eagle’s Financial Headwinds
Despite Monday’s rally, American Eagle’s stock remains down over 27% year-to-date. The company has been battling a range of challenges, including macroeconomic concerns, rising tariffs, cautious consumer spending, and its own merchandising missteps.
Earlier this year, American Eagle announced it would take a $75 million write-down on unsold spring and summer inventory. Management also pulled its full-year guidance, citing a volatile retail environment and weaker-than-expected sales.
For the current quarter, the company projects a 5% decline in revenue, a 3% drop in comparable sales, and lower gross margins compared to the prior year. Operating income for Q2 is estimated to fall between $40 million and $45 million—a cautious outlook that underscores the urgency for a successful turnaround.
Marketing in a Politicized World
The broader takeaway from the Sydney Sweeney campaign—and Trump’s unexpected role in amplifying it—is that brands are now operating in an era where every marketing decision can become a political flashpoint. For better or worse, consumer brands must navigate a cultural landscape where endorsements, social media chatter, and even meme culture can influence market performance.
The American Eagle case also reveals the potential rewards of taking calculated risks. Whether or not the campaign was intended to court political favor, it inadvertently tapped into cultural currents that many brands try to avoid. The result? A stock rally, renewed consumer attention, and an opportunity for American Eagle to pivot back into growth.
Frequently Asked Questions
Why did American Eagle shares surge suddenly?
American Eagle shares surged over 20% after former President Donald Trump publicly praised the brand’s latest ad campaign featuring actress Sydney Sweeney. His viral endorsement sparked renewed investor interest and online buzz, leading to a sharp rise in the stock.
What did Donald Trump say about American Eagle’s ad campaign?
Trump posted on Truth Social, calling Sydney Sweeney’s ad for American Eagle the “HOTTEST ad out there” and stated the jeans were “flying off the shelves.” This unexpected praise triggered a spike in the brand’s visibility and stock performance.
Who is Sydney Sweeney, and why is she in the ad?
Sydney Sweeney is a popular actress known for her roles in Euphoria and The White Lotus. She was chosen as the face of American Eagle’s fall campaign to connect with Gen Z and millennial shoppers. The slogan used was: “Sydney Sweeney has great jeans.”
Was the campaign controversial?
Yes. Some critics, particularly from the far left, accused the ad of having a double meaning — implying the word “jeans” referred not only to denim but to genetics, due to Sweeney’s appearance. Others criticized it as overly sexualized or tone-deaf in today’s cultural climate.
Did American Eagle respond to the backlash?
American Eagle issued a short statement on Instagram clarifying that the slogan was solely about denim jeans. They reaffirmed the brand’s commitment to promoting confidence and self-expression through fashion.
Is Sydney Sweeney a Republican?
Yes, according to multiple sources and Trump’s post, Sydney Sweeney is a registered Republican. This added a political layer to the campaign’s reception, especially in conservative circles.
How did the stock perform before and after the campaign?
Before the campaign and Trump’s comments, American Eagle shares had declined more than 27% year-to-date due to weak sales, inventory issues, and broader market pressures. After Trump’s endorsement, shares jumped over 20% in a single day.
Conclusion
American Eagle’s unexpected stock surge following Donald Trump’s endorsement of its Sydney Sweeney campaign highlights the powerful intersection of celebrity marketing, political influence, and cultural trends. While the campaign sparked controversy, it also generated massive visibility and consumer interest — driving the company to the forefront of retail headlines.