American Eagle Stock Surges 25% After Sydney Sweeney Jeans Campaign Boosts Earnings and Brand Key Takeaways Stock Performance : American Eagle (AEO) stock surged 25% in after-hours trading following better-than-expected Q2 2025 earnings, largely credited to their Sydney Sweeney marketing campaign . Campaign Impact : The controversial "Sydney Sweeney has great jeans" campaign generated 40 billion impressions and led to sell-out products within days while adding 700,000 new customers . Cultural Impact : The campaign sparked nationwide controversy and became an unlikely culture war flashpoint, with commentary ranging from accusations of eugenics references to endorsement from former President Trump . Future Challenges : Despite the success, American Eagle faces significant headwinds including $20 million in Q3 tariff impacts and questions about whether they can sustain this momentum . The Campaign That Shook Retail So how did a jeans commerci...
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