You’ve probably heard about the Sydney Sweeney American Eagle ad that broke the internet this summer.
The “Sydney Sweeney Has Great Jeans” campaign sparked massive controversy, with critics calling it everything from a eugenic dog whistle to oversexualized marketing. But here’s what matters: American Eagle’s stock surged 38%, they gained over 700,000 new customers, and generated 40 billion impressions.
This raises a critical question for marketers in Bangladesh and beyond: can controversy actually boost brand value?
You’ll learn how American Eagle navigated the backlash, what the financial results really show, and whether this risky strategy could work for your brand.
What Happened With The Sydney Sweeney American Eagle Ad
Do you want to know how American Eagle’s biggest-ever campaign with Sydney Sweeney turned from a high-profile launch into a full-blown cultural controversy?
The Campaign Basics
American Eagle launched their biggest advertising spend ever in July 2025, featuring Euphoria star Sydney Sweeney in a provocative denim campaign.
The Controversial Elements
The ad featured Sweeney in a sultry voice-over saying, “Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue.”
Critics immediately spotted the genes/jeans wordplay and accused the brand of promoting eugenics and white beauty standards.
The Immediate Backlash
What happened next was pretty much what everyone expected. Social media exploded with criticism.
The controversy reached the White House, with Donald Trump defending Sweeney on Truth Social. NPR dedicated segments to analyzing the cultural impact. Even the 2025 Emmy Awards made jokes about it.
American Eagle’s Response
The brand stood firm, stating, “‘Sydney Sweeney Has Great Jeans’ is and always was about the jeans.” They doubled down, announcing more Sweeney content for the second half of 2025.
The Financial Impact of Controversy
How American Eagle flourishes in the financial field with the controversial ad campaign is another story.
Stock Performance
American Eagle shares jumped 38% the day after earnings, reaching $18.79. The company’s stock has risen approximately 13% year-to-date, outperforming many retail competitors.
Customer Acquisition
The Sydney Sweeney American Eagle ad campaign delivered what CMO Craig Brommers called “unprecedented new customer acquisition.” The brand has added over 700,000 customers since launching the controversial campaign.
Engagement Metrics
- 40 billion total impressions
- Viral social media spread across platforms
- Sydney Sweeney’s jeans sold out within days of the campaign launch
- Massive earned media coverage is worth millions in free publicity
Revenue Impact
Q2 sales decreased by 1% after nine days from the launch, but this drop was smaller than expected. Operating profit increased by 2%, suggesting that the campaign’s timing for the back-to-school season may lead to better results in Q3.
Why Controversy Can Boost Brand Value
Controversies aren’t always bad; sometimes they can actually be good.
Attention Economics
In a crowded marketplace, controversy cuts through noise faster than traditional advertising. The Sydney Sweeney American Eagle ad generated more discussion than typical celebrity endorsements typically do.
Viral Amplification
Controversial content spreads organically. Critics and supporters both share, creating exponential reach without additional media spend.
Polarization Benefits
Brands can benefit by dividing their audiences. Supporters become more loyal, while detractors give free publicity by criticizing them.
Cultural Relevance
Taking a stance (intentionally or not) makes brands part of larger cultural conversations, increasing relevance among target demographics.
The Authenticity Factor
Younger consumers often choose brands that create discussion instead of those that play it safe. They perceive controversy as genuine and authentic, rather than fabricated.
The Risks Of Controversy Marketing
Controversial marketing can be super helpful, but it’s definitely not without its risks.
- Boycott Potential: Some American Eagle stores reportedly saw initial foot traffic declines after the Sydney Sweeney American Eagle ad launched. However, it was temporary.
- Reputation Damage: Long-term brand perception risks are especially high if controversy touches sensitive social issues like race or politics.
- Employee Impact: Internal team morale and talent retention can suffer when employees disagree with controversial positioning.
- Regulatory Scrutiny: Controversial campaigns may attract unwanted attention from regulators or advocacy groups.
- Limited Control: Once controversy starts, brands lose control of the narrative. Critics can reframe the message in ways the brand never intended.
Your Controversy Marketing Playbook
From backlash to buzz, controversy is a double-edged sword. But if handled well, you can earn massive attention and even sales.
Step 1: Define Your Risk Tolerance
Calculate potential losses before looking at controversial methods. Set clear boundaries around sensitive topics, such as religion, politics, or culture.
Step 2: Know Your Audience Deeply
The Sydney Sweeney American Eagle ad succeeded because it resonated with their core demographic despite broader criticism. Map your audience’s values first.
Step 3: Prepare Response Strategies
Have legal, PR, and crisis management plans ready. American Eagle’s quick, consistent defense helped them weather the initial backlash.
Step 4: Monitor Sentiment In Real-Time
Track social mentions, engagement rates, and sentiment shifts hourly during the controversial campaigns.
Step 5: Double Down Or Pivot Quickly
American Eagle chose to double down, announcing more Sweeney content. Know when to defend and when to apologize based on business impact, not just social media noise.
Step 6: Measure What Matters
Focus on sales, customer acquisition, and stock performance rather than just social sentiment. Financial results matter more than Twitter criticism.
When Controversy Backfires
- Pepsi Kendall Jenner lesson: Not all controversy drives value. Tone-deaf messaging can destroy brand equity faster than it builds awareness.
- Authenticity Test: Manufactured controversy often backfires worse than accidental missteps. Audiences can detect inauthentic provocations.
- Timing Sensitivity: The same controversial message can succeed or fail based on cultural timing and current events.
- Category Considerations: B2B brands face different risks than consumer brands. Professional services must be more careful than fashion or entertainment companies.
Our Verdict on American Eagle’s Strategy
The Sydney Sweeney American Eagle ad controversy appears to have boosted brand value in measurable ways:
- Stock price surge
- Customer acquisition at record levels
- Massive earned media coverage
- Increased cultural relevance
However, success factors included strong financial backing, target audience alignment, and quick crisis response. The campaign was successful because American Eagle committed fully and had the resources to withstand the backlash.
For most brands, especially in Bangladesh, the risks likely outweigh the rewards. Cultural sensitivities, smaller marketing budgets, and different regulatory environments make controversial marketing more dangerous than in American Eagle’s case.
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