American Eagle Shares Surge 23% After Trump Praises Sydney Sweeney Ad Campaign

New York — Shares of American Eagle Outfitters soared over 23% on Monday after U.S. President Donald Trump publicly praised the company’s fall marketing campaign featuring actress Sydney Sweeney.

“Sydney Sweeney, a registered Republican, has the ‘HOTTEST’ ad out there. It’s for American Eagle, and the jeans are ‘flying off the shelves,” Trump posted on Truth Social. The remark sparked an immediate rally in the retailer’s stock, reversing a recent week-long decline.

The campaign, launched late July, uses the slogan “Sydney Sweeney has great jeans,” which has stirred controversy. Critics claim the phrase carries a double meaning, referencing the actress’ appearance rather than denim. Others have accused the brand of relying on outdated, over-sexualized advertising tropes.

Despite the backlash, American Eagle released a brief statement reaffirming the campaign's intent: “The slogan is and always was about the jeans.”

The company has remained largely silent amid the growing debate, but the viral exposure, and presidential endorsement, has propelled American Eagle to the center of a marketing culture war.

Search interest in the brand hit a 20-year high on Google this week. However, it's unclear whether that attention has translated into sales. The company previously projected a 5% drop in quarterly revenue, with comparable sales down 3% and operating income expected between $40 million and $45 million.

American Eagle shares were down more than 27% year-to-date before Monday’s rally, weighed by macroeconomic concerns, consumer spending shifts, and a $75 million write-down on unsold spring and summer merchandise.

With earnings expected in the coming weeks, investors are watching closely to see whether the campaign’s momentum can help reverse the retailer’s declining sales trend.