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American Eagle has bet big on a Sydney Sweeney campaign, and the early returns are promising. After launching the Sweeney-led campaign earlier this week, the clothing company has seen over $300 million added to its market cap.
As a result of the ad roll-out earlier this week, shares of American Eagle jumped more than 4% in Thursday’s session after soaring in premarket trading, according to CNBC.
The advertisements certainly aren’t subtle as it’s a clear lean on her status as a sex symbol and serve a play on words, saying that “Sydney Sweeney has great jeans” while focusing on another part of her anatomy.
American Eagle sees massive market cap spike after debuting Sydney Sweeney advertisments
Sydney Sweeney for the new American Eagle campaign. pic.twitter.com/TQkOtmObfw
— Sydney Sweeney Daily (@sweeneydailyx) July 24, 2025
Sydney sweeney for American Eagle. pic.twitter.com/oOU8WMwJHA
— Sydney Sweeney Daily (@sweeneydailyx) July 23, 2025
According to American Eagle, the Sweeney-led campaign will run across social media, CTV, and OOH placements in New York, Los Angeles, Chicago, Boston, Atlanta, and Las Vegas through the fall.
“The campaign is timed around the back-to-school period, which Brommers described as American Eagle’s Super Bowl, and will roll out over the course of the next few months. The bulk of ad spend, he said, will be going toward paid social, with first-time tactics from the brand that include direct messages from Sweeney on Snap Stories, a broadcast channel on Instagram, and a paid campaign on BeReal. American Eagle is also investing in high-impact OOH placements, like a 20-story, 3D billboard in Times Square and 360-degree content designed for the Las Vegas Sphere.” [via MarketingBrew]
"This is my quant … notice how she's hot? Yeah, she moved American Eagle's market cap by $300 million in one day" pic.twitter.com/I2QKAbGA3h
— Gannon Breslin (@gannonbreslin) July 24, 2025
"We partner with Sydney Sweeney" pic.twitter.com/AGSFWpsxtz
— Morning Brew ☕️ (@MorningBrew) July 24, 2025
Sweeney has a pair of films releasing next month: Americana, hitting theaters on August 15, and Eden, which hits theaters on August 22 and also co-stars Ana de Armas and Vanessa Kirby. Later this year, on Christmas Day, she’ll also be seen starring in the Paul Feig directed adaptation of The Housemaid.