American Eagle Doubles Down on Sydney Sweeney Campaign Amid Backlash, Launches Times Square Billboard

By Staff Writer | August 6, 2025

🚨 Brand Stands Firm Despite Criticism

Fashion retailer American Eagle has reaffirmed its commitment to its latest ad campaign starring actress Sydney Sweeney, despite widespread backlash from critics accusing the campaign of implicit racism and eugenics. The campaign’s centerpiece—a 29‑story 3D billboard in Times Square—has been a bold statement of the brand’s resolve.ABC Australia+12Times News Global+12The Economic Times+12

American Eagle’s Chief Marketing Officer, Craig Brommers, described the partnership with Sweeney as “one of the biggest talent investments in company history.” The campaign includes activations in major city centers and digital formats across platforms like Snapchat and Instagram.Adweek+4Times News Global+4ABC News+4

💬 The Controversy: “Jeans” vs. “Genes”

The campaign features a controversial pun: Sweeney narrates, “Genes are passed down… My genes are blue,” followed by the tagline: “Sydney Sweeney has great jeans.” While the intended play on words refers to denim, many critics argue the language evokes eugenics tropes, especially given Sweeney’s blonde, blue-eyed image.The Economic Times+15Adweek+15media-marketing.com+15

Advertising and cultural experts have expressed concerns that the campaign reinforces narrow beauty ideals rooted in Western supremacy narratives. Some social media commentators called it a “racist dog whistle,” referencing historical eugenic language associated with white purity.

📈 Financial Surge Amid Firestorm

Paradoxically, the campaign helped ignite a financial bump for American Eagle. Its stock jumped 15–20% within 24 hours of the campaign launch, earning comparisons to “meme stock” activity. Former President Trump weighed in on Truth Social, calling the ad the “HOTTEST out there” and praising Sweeney as a registered Republican—further fueling buzz and shareholder enthusiasm.

🧭 Company Statement and Strategy

In response to criticism, American Eagle issued a statement emphasizing the campaign is “and always was about the jeans”—aiming to inspire confidence in denim wearers, not spark racial disputes. The company pledged to continue celebrating how everyone wears AE jeans.

Internal testing had emphasized Sweeney’s accessible persona and relatability as core to the campaign’s appeal—though critics argue the execution missed the mark on cultural sensitivity.

🌐 Voice from the Culture

Experts stress that in today’s cultural landscape, brand messaging is shaped by public interpretation, not internal intent:

• A marketing professor noted that brands must anticipate real-world reactions, especially in a polarized era where nuanced language is scrutinized under social context.

• Northeastern University’s Yakov Bart highlighted that meme traders capitalized on the controversy, turning PR backlash into measurable gain—even as long-term risks emerge.

Another observer from Vox argued Sydney Sweeney’s archetype as a blonde bombshell remains culturally charged—tapping into Hollywood’s enduring but controversial fascination with racialized beauty symbolism.