American Eagle Outfitters Inc. Defends Controversial Ad Campaign
American Eagle Outfitters Inc., a prominent player in the consumer discretionary sector specializing in specialty retail, has recently found itself at the center of a media storm. The company, known for its casual apparel, footwear, outerwear, and accessories, has been defending its latest advertising campaign featuring actress Sydney Sweeney. The campaign, which has sparked significant debate online, is centered around the tagline “Sydney Sweeney Has Great Jeans.”
The controversy arose from the campaign’s use of a wordplay between “genes” and “jeans.” In one of the campaign’s videos, Sweeney discusses how “genes are passed down from parents to offspring often determining traits like hair color, personality, and even eye color,” before concluding with, “My jeans are blue,” while showcasing her blue eyes. This has led to accusations that the ad inadvertently evokes the racist theory of eugenics, given its focus on the genes of a White, blond woman.
In response to the backlash, American Eagle Outfitters has firmly stated that the campaign is solely about jeans. The company reiterated its stance on Instagram, emphasizing that the campaign aims to celebrate how individuals wear their AE jeans with confidence, in their own unique way. The retailer has expressed its intention to continue this celebration, despite the controversy.
Financially, American Eagle Outfitters Inc. is listed on the New York Stock Exchange, with a market capitalization of approximately $1.87 billion as of July 31, 2025. The company’s stock closed at $10.74 on that date, with a 52-week high of $22.83 and a low of $9.27. The price-to-earnings ratio stands at 10.97, reflecting the company’s current valuation in the market.
As the debate continues, American Eagle Outfitters remains focused on its core mission of providing quality apparel and accessories to its customers nationwide. For more information on their offerings, interested parties can visit their website at www.ae.com .