American Eagle’s ad campaign featuring Sydney Sweeney has sparked a heated debate over the use of the phrase “genes” in its advertising. The brand’s largest investment ever, with a value of $1.1 billion, is expected to pay off during the back-to-school season. However, the campaign has been met with criticism from some who claim it promotes white supremacy and Nazi-era eugenics.
The campaign features Sweeney saying “Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color… My jeans are blue.” The phrase has been interpreted as a joke about genetics, but some have claimed it is a thinly veiled reference to the Aryan race ideology that was popular in Nazi Germany.
Despite the backlash, American Eagle remains unapologetic, stating that the ad campaign is meant to celebrate how everyone wears their AE jeans with confidence. The brand has seen significant sales and stock price increases since the campaign launched, with some analysts crediting the controversy for the boost.
Industry experts say that American Eagle’s decision to return to traditional advertising methods may be a strategic move to appeal to consumers who feel that “woke” marketing is becoming too extreme. Jennifer Sey, a marketing expert and founder of XX-XY Athletics, believes that brands can further normalize ideas without worrying about offending some groups.
As the cultural landscape continues to evolve, it remains to be seen how American Eagle’s ad campaign will impact its brand reputation in the long term. One thing is certain, however: the brand has successfully broken through the noise and gotten consumers’ attention, with sales and stock prices soaring as a result.
Source: https://www.forbes.com/sites/pamdanziger/2025/08/06/american-eagle-sydney-sweeney-controversy-aeo-is-laughing-all-the-way-to-the-bank