American Eagle stock soars after Sydney Sweeney and Travis Kelce campaigns boost sales

American Eagle stock jumped 25% after Sydney Sweeney’s viral ad and Travis Kelce partnership drove record sales.

American Eagle reported stronger-than-expected second-quarter earnings on Wednesday, crediting high-profile campaigns with Sydney Sweeney and Travis Kelce for the boost.

The clothing retailer’s stock surged 25 percent in after-hours trading following the results.

CEO Jay Schottenstein highlighted “the success of recent marketing campaigns with Sydney Sweeney and Travis Kelce” as key drivers of growth. The campaigns generated more than 40 billion impressions and led to what the company called a “meaningful improvement in the business.”

“Sydney Sweeney sells great jeans,” American Eagle CMO Craig Brommers told analysts, adding that the actress’s denim line sold out within days of launch, with some items gone in less than 24 hours. The campaign, which debuted in July with the tagline “Sydney has great jeans,” quickly went viral, sparking conversations across TikTok, late-night shows, and even at the White House.

In August, the brand expanded its celebrity-driven strategy by partnering with Kansas City Chiefs tight end Travis Kelce. His debut with the company came just days after announcing his engagement to Taylor Swift, drawing additional attention to the collaboration.

Despite challenges earlier this year, including the withdrawal of financial guidance in May, American Eagle is leaning on its renewed brand buzz. Executives emphasized that the campaigns are designed to build long-term loyalty.

“A brand campaign is not to be judged in just one day, one week, or even one month,” Brommers said. “Our goal is to convert this buzz into business, and these customers into repeat customers.”