American Eagle is going all in on its back to school strategy. The brand announced its 10-week back to school campaign this week, spanning mall events like in-store giveaways, campus partnerships, and ambassador deals with Sydney Sweeney (yes, still), Ella Langley, and Lamine Yamal. To directly engage Gen Z shoppers in Greek life, American Eagle is also turning to the viral #RushTok. The brand is partnering with five sororities at schools like the University of Florida, the University of Alabama, and Arizona State University on giveaways, rush-related content, events, and even product displays. American Eagle is also releasing limited-edition low-rise jeans across all its stores, trying to get ahead of what could be the school year’s denim trend. (Glossy)
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