American Eagle Sees 9% Drop in Store Traffic After Sydney Sweeney Campaign Launch

American Eagle experienced a 9% decline in year-over-year foot traffic at its stores for the week beginning August 3, 2025, following the launch of its controversial Sydney Sweeney advertising campaign.

The campaign, titled “Sydney Sweeney Has Great Jeans,” debuted on July 23, with the first full week after launch showing a 3.9% decline in foot traffic compared to the previous year.

In contrast, American Eagle’s foot traffic had been growing before the campaign, increasing 5.9% and 4.9% in the two weeks leading up to the launch.

Other retailers catering to a similar younger demographic, including Abercrombie & Fitch, H&M, Gap, and Urban Outfitters, also reported foot traffic declines during this period but not as steep as American Eagle’s.

Industry experts caution that a drop in foot traffic does not necessarily mean the campaign caused it, as various factors influence customer visits.

American Eagle declined to comment when asked about the Pass_by data and its own sales or traffic figures.

The campaign has faced criticism for alleged oversexualization and claims of eugenic undertones.

Some conservative political figures, such as former President Donald Trump, Vice President JD Vance, and Senator Ted Cruz, have publicly defended the advertisement.

Marketing analysts say that ad controversies can impact brand perception and store visits, particularly among Gen Z and millennial consumers who are sensitive to cultural and social messaging.

It remains unclear how the campaign will affect American Eagle’s sales and brand loyalty in the long term as the debate continues.