The bold move that changed the conversation
American Eagle has never shied away from trying new ways to connect with young shoppers, but this summer the brand pulled off something different. In a time when most retailers are playing it safe, they doubled down on bold partnerships with Sydney Sweeney and Travis Kelce. The result? A national conversation, endless social media chatter, and an unexpected sales surge.
The campaign featuring Sweeney stirred plenty of controversy. The ads tapped into her status as one of Gen Z’s most-watched stars, but critics accused the brand of pushing outdated ideas. Instead of pulling back, American Eagle leaned into the noise. By refusing to apologize or change course, they sparked billions of impressions, 40 billion to be exact. That kind of attention is rare in retail, and it shows how a celebrity campaign can create the spark needed to reset an entire brand story.
Why controversy didn’t slow them down
Here’s the surprising part: while the backlash was loud, the numbers told a different story. American Eagle added more than 700,000 new customers during Q2. That’s not just a small bump; it’s a massive shift in a market where most retailers are struggling to grow.
Executives pointed out that this surge wasn’t limited to big cities or fashion hubs. New customers were coming in from every single county in the U.S., proving that the momentum was widespread. The idea that a single campaign with a celebrity could pull in shoppers across the country highlights just how powerful cultural relevance has become in marketing.
At the same time, the brand kept its eyes on the product. Sweeney’s wide-leg jeans with butterfly details sold out almost immediately, while Kelce’s Tru Kolors line helped drive American Eagle’s best Labor Day sales ever. It wasn’t just hype; it translated directly into transactions.
The inflection point
For years, American Eagle has faced the same challenges as other mall brands: flat sales, rising tariffs, and a crowded apparel market. But the momentum from these celebrity collaborations suggests they’ve reached a turning point. Executives described it as an “inflection point,” meaning the campaigns didn’t just create buzz; they reignited demand.
Yes, overall sales were still down 3% compared to the year before, but the direction of the curve has started to shift. That matters more than any single quarter. A celebrity campaign may not immediately fix balance sheets, but it can rebuild relevance with customers who may have moved on years ago.
For American Eagle, the timing couldn’t be better. As they head into the holiday season, they now have an army of new fans who are excited about what the brand does next.
What other brands can learn
This isn’t just about American Eagle. For marketers, founders, or entrepreneurs wondering how to stand out, the playbook here is worth studying.
1. Lean into culture, even when it’s messy.
Most brands avoid risk, but American Eagle proved that stepping into the cultural conversation can actually build loyalty. The Sweeney backlash didn’t stop customers from shopping. If anything, it made the campaign impossible to ignore.
2. Pair celebrities with products.
The partnerships worked not just because of who was involved, but because the clothes themselves connected. The sold-out jeans and capsule drops made the campaigns feel tangible. That’s the key to turning a campaign with a celebrity into real revenue.
3. Don’t let fear drive decisions.
In politically divided times, brands often pull back at the first sign of controversy. American Eagle took the opposite approach. By staying the course, they sent a clear message: they know their audience and they’re willing to stand by their choices. That confidence is magnetic.
4. Use momentum to build for the future.
A marketing stunt only matters if you know what comes next. American Eagle is already planning another drop with Kelce later this month. They’re keeping the story alive instead of letting the buzz fade out.
Why entrepreneurs should take note
For smaller brands and startups, the scale might look different, but the lesson holds true. You don’t need access to A-list celebrities to apply the marketing strategy. What you do need is the courage to partner with voices that resonate in your space, whether that’s local creators, niche influencers, or rising cultural figures.
It’s about more than paid ads. It’s about tapping into the energy of people who already capture attention and aligning your products with their story. Done right, even a modest celebrity campaign can spark the kind of word-of-mouth and organic reach that no ad budget could buy.
The bigger picture
American Eagle’s summer was proof that marketing isn’t just about playing it safe or waiting for consumer trends to change. Sometimes it’s about creating the moment yourself, even if it risks criticism.
They turned two partnerships, one with a breakout actress and one with a football star, into the talk of the season. Along the way, they gained hundreds of thousands of new customers, sparked their best holiday sales in years, and showed that attention really does drive growth.
For other brands, the message is clear: be bold, stay focused on product, and don’t flinch when the spotlight gets hot. A well-executed celebrity campaign can be more than marketing; it can be the reset button a business needs.
FAQs
Q: How do brands make a campaign with a celebrity feel authentic and not just flashy?
A: They weave the celebrity’s real vibe into the story, show them using the product in a relatable way, not just posing for ads.
Q: Can going bold in a campaign (even risky) actually help, not hurt?
A: Absolutely, if the timing and message connect, controversy can spark conversation and bring in fresh eyes.
Q: What’s the smart move for brands after a celebrity campaign buzz?
A: Keep feeding the momentum, follow up with new drops or content so the conversation keeps moving forward.