American Eagle is doubling down on their partnership with Sydney Sweeney. Last year, young people were quick to criticize the brand’s Sweeney-led “Great Jeans” ad, calling it “tone deaf” and even accusing the brand of racism. But despite the backlash, the campaign drew billions of impressions and led to sales growth and a rise in customer count for the company. Now, American Eagle is betting on a social listening strategy to draw in Gen Z shoppers, with a summer campaign called “Syd for Short,” starring none other than Sweeney. The campaign is supposed to show Sweeney’s relaxed and casual side, which American Eagle hopes it will resonate with young people ahead of the summer. YPulse’s 2026 Ad/Marketing Effectiveness report shows that the majority of Gen Z believes offensive ads are enough of a reason to boycott a brand—but we know it doesn’t always last very long. (Marketing Dive)
👀 Read more from YPulse: American Eagle’s “Great Jeans” Misstep on The Viral List
