Sydney Sweeney has once again proven the undeniable power of celebrity influence. After famously turning her bathwater into a sold-out soap earlier this year, the Euphoria star has now sent American Eagle’s market value soaring with a more traditional endorsement—becoming the face of the brand’s latest denim campaign.
‘Great Jeans’ and Greater Gains
On Wednesday, American Eagle announced its biggest campaign yet—“Sydney Sweeney Has Great Jeans”—just ahead of the back-to-school shopping season. The campaign, fronted by Sweeney, immediately sparked a frenzy on social media and Wall Street alike. By the day’s end, shares of American Eagle Outfitters Inc. skyrocketed 17.65%, boosting the company’s market capitalization by over $400 million and pushing it past the $2 billion mark for the first time in months.
Stock Rally Fizzles Slightly—But Impact Holds
Though shares dipped 4% the following day to close at $11.52, the company’s valuation remained significantly higher than before the campaign launched, underscoring Sweeney’s marketing pull.
Billboards, AI Fittings, and ‘The Sydney Jean’
The campaign spans multiple platforms: a 3D billboard in Times Square, immersive displays at Las Vegas’ Sphere, and an AI-powered virtual try-on feature on Snapchat. Sweeney also co-designed a limited-edition pair dubbed The Sydney Jean, styled by her longtime collaborator Molly Dickson.
“This is our Super Bowl,” said American Eagle CMO Craig Brommers, highlighting the campaign’s scale and ambition. For American Eagle, it’s a denim drop. For Sweeney, it’s another masterclass in brand power.
