American Eagle Outfitters is doubling down on its recent marketing campaign featuring actress Sydney Sweeney, asserting that the company stands firmly behind its creative choices despite a segment of critical commentary. CEO Jay Schottenstein, in a recent interview, addressed the controversy surrounding the advertisement, emphasizing that the company’s intent was never to provoke offense, but rather to highlight its core product.
Navigating Marketing Controversy with Resolve
The Sydney Sweeney ad campaign, which leveraged wordplay around “jeans” and “genes,” drew criticism from some quarters, with detractors alleging that the messaging evoked “regressive” and potentially problematic themes. However, Schottenstein indicated that the company maintained a composed response, instructing internal teams to refrain from engaging directly with the backlash. Instead, American Eagle initiated a process to monitor public sentiment and gauge customer perception through surveys. This deliberate approach allowed the company to assess the campaign’s reception without altering its presence, permitting the “great jeans” tagline to continue its exposure.
The CEO expressed surprise at interpretations linking the ad to eugenics, particularly given his own Orthodox Jewish background. He clarified that such an offensive association was never within the company’s purview and would have precluded the campaign’s launch had it been foreseen. The campaign’s perceived success, however, is underscored by the company’s positive financial performance.
Campaign’s Impact on Brand Performance
American Eagle’s stock experienced a notable surge of 25% following the release of its second-quarter earnings report. During the earnings call, the retailer specifically cited Sweeney’s campaign as a significant contributor to this uplift, noting its success in acquiring new customers across diverse demographics and enhancing brand awareness. This outcome suggests that, despite the controversy, the campaign resonated effectively with a broad consumer base, solidifying American Eagle’s position in the denim market.
In addition to the Sweeney campaign, American Eagle has also strategically partnered with prominent figures like NFL player Travis Kelce. This collaboration extends to a limited-edition product line with Kelce’s lifestyle brand, Tru Kolors, further diversifying the company’s marketing endeavors and tapping into different cultural touchpoints to drive engagement.
Jonathan Reed received his MA in Journalism from Columbia University and has reported on corporate governance and leadership for major business magazines. His coverage focuses on executive decision-making, startup innovation, and the evolving role of technology in driving business growth.