“Business reset”: American Eagle’s stock soars as Sydney Sweeney and Travis Kelce drive record-breaking buzz

American Eagle’s latest financial surge is proof that celebrity influence can reshape an entire brand’s future. In 2025, the clothing retailer posted a remarkable 25% stock jump after its second-quarter earnings, and executives credited the success directly to the star-driven campaigns led by actress Sydney Sweeney and NFL star Travis Kelce.Sydney Sweeney, best known for her role in Euphoria, became the centerpiece of American Eagle’s summer campaign with the tagline “Sydney has great jeans.” The cheeky play on words worked brilliantly—her branded denim line sold out within days, with some pieces disappearing in less than 24 hours.Chief Marketing Officer Craig Brommers told investors, “Sydney Sweeney sells great jeans,” framing the collaboration as not just a product push but a “brand and business reset.”The campaign dominated social platforms like TikTok, seeped into late-night comedy skits, and even caught the attention of former President Donald Trump, who called the ads “fantastic.” The buzz, however, came with controversy, sparking culture-war debates online about the objectification of celebrities in marketing. But for American Eagle, the results spoke for themselves—billions of impressions and a sudden return to cultural relevance.Hot on the heels of Sweeney’s viral success, American Eagle launched its men’s line campaign with Kansas City Chiefs tight end Travis Kelce. Fresh from his engagement to Taylor Swift, Kelce brought a wave of media attention that no marketing budget could buy. His playful post, “Rockin’ AE’s new fits—comfort meets style, let’s go!” was shared widely, and Swift’s fanbase amplified the campaign, driving millions of organic impressions.Also Read: Travis Kelce and Taylor Swift’s big day may not include Chiefs teammate after sexist comments ignites outrageTogether, Sweeney and Kelce generated an estimated 40 billion impressions for the brand. CEO Jay Schottenstein credited them with creating a “meaningful improvement in the business,” highlighting how the duo not only revived sales but also turned American Eagle into a cultural talking point once again.