Rather than responding with public statements or pulling the ads, Schottenstein instructed executives and employees to “remain calm and not comment.” The company monitored social media reaction and surveyed its customers, seeing nearly a million new customers between July and September.
American Eagle stock is up more than 60% over the last six months.
The campaign centered around a series of ads featuring Sweeney discussing the genetic inheritance of traits, culminating with the tagline: “My jeans are blue.” The pun—playing on “genes” vs. “jeans”—was intended to highlight American Eagle’s denim, but quickly ignited debate over whether the spot subtly advanced exclusionary ideals tied to genetics. The controversy became further embroiled in political commentary, with President Donald Trump publicly defending the ad on social media, positioning it as “anti-woke”—and praising Sweeney as a registered Republican.
Despite these criticisms, American Eagle experienced a surge in sales. The signature Sydney Sweeney jean and cinched denim jacket sold out within days, and Schottenstein said the campaign led to a noticeable spike in brand awareness and shareholder value.
American Eagle did not immediately respond to a request for comment.
