Source: YouTube
Shares of American Eagle rose 23% on August 4 after President Donald Trump praised the brand’s latest ad featuring actress Sydney Sweeney. The campaign featuring Sweeney originally launched in July, where it prompted an initial 10% stock bump. But it was Trump’s post on Truth Social that gave the ailing brand a second wind and brought it into the center of a growing culture war. The ad shows Sweeney wearing American Eagle denim while delivering a line that blends science and fashion: “Genes are passed down from parents to offspring… My jeans are blue.”
Trump’s Support Triggers a Retail Rally
President Trump’s endorsement of the ad framed it in direct opposition to left-wing outrage. “Sydney Sweeney, a registered Republican, has the HOTTEST ad out there,” he wrote. “It’s for American Eagle and the jeans are flying off the shelves. Go get ’em, Sydney!” The post was quickly shared by supporters and boosted retail investor enthusiasm. American Eagle shares spiked 23% on the same day, adding nearly $200 million in market value.
The company had previously forecast a 5% revenue decline and reported an $85 million operating loss in the first quarter. As controversy erupted over Sweeney’s ad, American Eagle stocks surged and defied the earlier forecast numbers. Analysts credited the sudden rebound to Trump’s influence and the ad’s viral spread, not improved fundamentals. Meanwhile, American Eagle issued a short statement defending the campaign, saying it was “always about the jeans” and had no political intent.
Critics Say the Ad Reinforces Outdated Beauty Stereotypes
Progressives argued the ad’s use of genetic references alongside Sweeney’s appearance subtly reinforced outdated ideals of racial superiority. Others criticized the slogan “Sydney Sweeney Has Great Jeans” as a not-so-subtle nod to inherited physical traits. The backlash intensified when Sweeney’s Florida Republican registration became public. The actress has not commented on her affiliation but previously asked critics to stop politicizing her personal life.
Even Vice President JD Vance joined the fray. He dismissed the backlash as an overreach: “My political advice to the Democrats is continue to tell everybody who thinks Sydney Sweeney is attractive is a Nazi,” he wrote. “You’ve got a normal, all-American girl doing a jeans ad, and they’ve lost their minds over it.” Sweeney’s supporters say the response to the ad reveals how disconnected progressive media has become from the public.
President Trump Expands the Culture War to Jaguar and Swift
Trump’s post didn’t stop with American Eagle. He also attacked Jaguar’s 2024 “Copy Nothing” campaign, calling it “woke” and “a total disaster.” The ad featured androgynous models and abstract visuals but no vehicles. Critics said the imagery erased traditional identity in favor of elitist aesthetics. Jaguar’s CEO, Adrian Mardell, resigned in July following weeks of backlash.
Trump compared Jaguar’s misstep to Bud Light’s failed campaign with Dylan Mulvaney, claiming that ignoring conservative values leads to commercial collapse. He also took a jab at Taylor Swift, calling her “woke” and “no longer hot” following her 2024 endorsement of Kamala Harris. He framed the American Eagle ad as the opposite: conservative, mainstream, and effective.
Retail Success or Political Weather Vane?
The American Eagle episode underscores how brand value now moves with political current. Trump’s endorsement produced measurable results. The stock jump was real, even if the company’s finances remain shaky. American Eagle now stands at the crossroads of fashion marketing and political identity. Whether it can sustain momentum without more political fuel is unclear.
But for now, the message is simple: a good ad, the right celebrity, and the right political nudge can create overnight gains, even for brands left behind by the market just months earlier.
Have you seen the American Eagle ad featuring Sydney Sweeney? What do you think?
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