American Eagle rolled out its cheeky new campaign, “Sydney Sweeney Has Great Jeans”, on July 23. It sparked immediate attention: the pun on “genes” and “jeans,” paired with Sweeney’s blond bombshell image, ignited public outcry on one side and praise—including from former President Trump—on the other.
But the buzz did not translate into sales. According to Pass_by data exclusively shared with Retail Brew, foot traffic dived 9% year-over-year during the week of August 3–9—following a 3.9% drop in the first whole week post-launch. And while rival retailers—including H&M, Abercrombie & Fitch, and Urban Outfitters—also experienced declines, none were as sharp as American Eagle.
The steep, sudden decline likely reflects reputational pressure, not economic or seasonal shifts. Pass_by’s marketing VP notes that traffic slumps this fast often tie to cultural backlash. Consumer Edge reports that sales and customer buying behavior remain flat, showing no partisan purchase shifts.
American Eagle’s website traffic has ballooned—up a whopping 60% year-over-year—though online sales haven’t yet mirrored that jump. And despite the drop in foot traffic, the brand’s stock initially soared—gaining between 20–24% following political endorsements and social media buzz.
Viral ads can skyrocket attention and meme status—heck, even the stock price—but that doesn’t guarantee footfall, loyalty, or sustained growth. Especially in a polarized age, “controversy equals attention” can be a double-edged sword.
REELated:
Sydney Sweeney isn’t the problem — Lazy stereotypes in ads are
