American Eagle is looking like a huge winner with its Sydney Sweeney "good jeans" ad, which caused stocks to soar after the retail store ignored the woke retail models of the recent past.
The company's CMO Craig Brommers told AdWeek, that the Sweeney campaign resulted in an "unprecedented new customer acquisition" for the retail store, with the campaign generating 40 billion impressions overall.
READ MORE: The Outrage Around Sydney Sweeney's Ad Is Unadulterated Racism
American Eagle Does the Unthinkable in Response to Sydney Sweeney Ad Campaign Freak-Out
"We [saw] double-digit increases across both women's and men's denim sales in the first six weeks of this campaign," Brommers said. "There was a Sydney denim jacket that sold out in one day and a Sydney Jean that sold out in one week, and has been so popular that we'll be restocking it during the holiday period."
And when pressed about all the news stories for and against the campaign, Broomer shut down the idea that the majority of customers didn't like it.
American Eagle stock soars 24% thanks to Sydney Sweeney ad campaign: ‘She’s a winner’ https://t.co/oEN16Vs05i pic.twitter.com/8rPmirI0QU
— New York Post (@nypost) September 4, 2025
"It's a completely false narrative to say that the campaign has been overwhelmed by negative sentiment," the CMO explained.
"For anyone who is asked if marketing works," he added, "they should reference the American Eagle Sydney Sweeney campaign as proof that it does."
"We will have nearly 800,000 new customers in the last six weeks, bolstered by the Sydney Sweeney campaign and now the Travis Kelce campaign," Brommers continued, pointing to the recent collaboration with the Kansas City Chiefs star's label Tru Kolors.
"Yes, we knew that putting Sydney at the center of this story would grab attention," Brommers admitted. And amid the pushback and the sensationalist press coverage, the brand also didn't hesitate to stay the course.
"There was a lot of social media noise, [but] the results of this campaign are louder," Brommers said. "We were using accurate, real-time data to make informed decisions about the campaign, and it gave us complete confidence to execute the campaign as it was originally planned."
The Hollywood Reporter noted the impact the campaign had on the company's earnings:
The company crushed Wall Street estimates for its second quarter on Wednesday, with CEO Jay Schottenstein citing "the success of recent marketing campaigns with Sydney Sweeney and Travis Kelce" as a big reason why, generating some 40 billion impressions and a "meaningful improvement in the business."
American Eagle stock soared 25 percent after hours on the earnings report.
And the exact influence the Sweeney and Kelce collabs have had on the company is just beginning, as we won't know the full impact of both until November, when the third quarter earnings appear. That's because second-quarter numbers only represent about a week of the impact from all the coverage the Sweeney ad generated, AdWeek reported.
SEE: So Much Winning: Sydney Sweeney's Throwback, MLB First Pitch Destroys Epic Fails by Democrats
ALSO: Why We're So Attracted to Sydney Sweeney
So what is the lesson here for businesses? Should you go the way of Target, Bud Light, and Jaguar, who ignored their audience and decided it was more important to push the insanity of the LGBTQ and woke agenda?
Or should you embrace the basic biology of males and females and accept the simple fact that men and women appreciate a woman embracing her feminine desire to be a beauty, as my RedState colleague Brandon Morse reported.
He wrote:
And only half of it is her beauty.
Sweeney has perfected a long-lost art that seems to have disappeared over the last couple of decades; the ability to be attractive and not be "ashamed" of it, and I use those quotation marks purposefully.
Sweeney knows she's hot. She knows she has assets that could make cartoon wolves howl. She puts herself on display in movies, television shows, ads, and her own social media pages knowing she's being looked at and enjoyed, but what she's not doing is acting like she's burdened by it while she benefits from it.
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