American Eagle Outfitters, a popular jeans brand among teens and young adults, has faced intense backlash over its latest marketing campaign featuring actress Sydney Sweeney. The ad, which plays on the word “genes,” highlights Sweeney’s blue eyes and blonde hair, but some critics argue it perpetuates white privilege and discriminates against minorities and people with different bodies.
Despite good intentions from the brand, store visits to American Eagle stores have decreased by 10% year-over-year, according to recent data. The company attributes the decline to consumers “voting with their feet” due to the campaign’s negative reception.
However, experts say that “good intentions don’t count.” The messaging people are hearing is often unintended, and consumers decide what they hear. In a survey, 39% of young women and 42% of Democrats said the ads made them less likely to buy American Eagle jeans.
As American Eagle relies heavily on sales from young consumers, it’s particularly vulnerable to this kind of backlash. The company may need to reconsider its campaign and create a new one that avoids sensitive issues. With market positions like American Eagle’s being hard to reverse at scale, quick action is necessary to preserve its position in the market.
The brand’s reliance on social media and celebrity endorsements has made it an attractive platform for consumers to express themselves and exercise power when feeling powerless. American Eagle’s next move will likely be to distance itself from the campaign and focus on a more inclusive message that resonates with its audience.
Source: https://www.forbes.com/sites/richardkestenbaum/2025/08/13/american-eagle-needs-to-end-its-sydney-sweeney-campaign