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American Eagle stock soars 20% as it says Sydney Sweeney campaign is its ‘best’ to date, beats earnings
American Eagle's second-quarter revenue reached $1.28 billion, driven by a viral campaign featuring Sydney Sweeney that attracted over 700,000 new customers and 40 billion social media impressions.
- On September 3, 2025, American Eagle Outfitters reported Q2 revenue of $1.28 billion and earnings per share of $0.45, beating estimates and sending shares up 25% after hours.
- The Sydney Sweeney spot, released late July, launched the `Sydney Sweeney Has Great Jeans` campaign, which sparked backlash over alleged eugenic or racial undertones.
- American Eagle reported a jump in customers and impressions, gaining 700,000 new customers and generating 40 billion impressions, with CEO Jay Schottenstein saying, `Fueled by stronger product offerings and the success of recent marketing campaigns with Sydney Sweeney and Travis Kelce, we have seen an uptick in customer awareness, engagement and comparable sales`.
- Management said it now expects sales growth in coming months in the "low single digits" but warned tariffs could add roughly $70 million in costs over the second half of the financial year.
- Analysts warned that some gains from American Eagle's Sydney Sweeney campaign may reflect one-time effects, despite President Donald Trump praising the ads and boosting attention on September 3, 2025.
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Total News Sources35
Leaning Left8Leaning Right3Center15Last UpdatedBias Distribution58% Center
Bias Distribution
- 58% of the sources are Center
58% Center
L 31%
C 58%
12%
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