Joshua Goldman
Joshua Goldman
min read · July 29, 2025 · Entertainment

American Eagle Stock Soars Amid Controversial Sydney Sweeney Ad Backlash

Sydney Sweeney, 27, is pictured in an ad campaign for American Eagle that was rolled out last week. The commercials have been criticized for how it alludes to Sweeney's 'great genes'

Sydney Sweeney's Scandalous Ads: A Racial Dog Whistle or Just a Fashion Faux Pas?

In a shocking turn of events, American Eagle has found itself at the center of a heated controversy surrounding its latest advertising campaign featuring the talented Sydney Sweeney. The actress, known for her roles in HBO's "Euphoria" and "The White Lotus," has been accused by woke critics of promoting Nazi propaganda with her "great genes" quips in the company's fall commercial lineup.

But before we dive into the drama, let's set the scene: American Eagle is trying to revamp its brand image and appeal to a younger demographic. The company's Chief Marketing Officer, Craig Brommers, wants to position American Eagle as the go-to jeans authority for Gen Z. To achieve this, he's made some big bets – including partnering with none other than Sydney Sweeney.

Despite the backlash, American Eagle stock has risen nearly 11 percent since the ad campaign's launch last Wednesday

The ads in question feature Sweeney showcasing various poses and scenarios, all while emphasizing her genes. Yes, you read that right – genes. In one of the most cringe-worthy moments, she's seen buttoning up her jeans as she muses, "Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color... my genes are blue." Another ad sees Sweeney modeling a plunging denim jumpsuit while telling the camera, "My body's composition is determined by my genes..." before playfully scolding the lens: "Hey, eyes up here."

The reactions have been mixed, to say the least. While some fans praised American Eagle for taking risks and pushing boundaries, others were appalled by what they saw as a racial dog whistle. The critics argue that the phrase "great genes" is historically used to celebrate whiteness, thinness, and attractiveness – essentially, it's a euphemism for eugenics and white supremacy.

One critic summed up the sentiment: "This campaign seems to be a tone-deaf marketing move." Another fan penned: "So Sydney (& American Eagle) somehow expect audiences to not interpret this visual as a euphemism for eugenics and white supremacy?" The backlash has been so severe that some fans have even compared the ads to Nazi propaganda.

American Eagle Chief Marketing Officer Craig Brommers said the campaign is designed to be flashier than competitors' and features Sweeney as one of the most recognizable young stars of the moment

But Brommers is having none of it. According to him, the decision to partner with Sweeney was simply about leveraging her massive following and appeal to Gen Z. He wants American Eagle to be seen as flashy and bold – unlike its competitors, which he named Shein, Amazon, and Walmart.

The controversy has, however, had an unexpected impact on American Eagle's stock prices. Despite the initial backlash, shares have soared by over 11 percent since last Wednesday, with a notable spike on the day the commercials were released. It seems that the public's reaction to Sweeney's ads has been more of a "great genes" moment – the company is getting what it wants: attention and buzz.

Sweeney herself hasn't publicly addressed the criticism, but her team must be thrilled about the exposure. After all, being at the center of controversy can be good for business – just ask Kim Kardashian or Kylie Jenner.

As American Eagle continues to navigate this tricky retail environment, one thing is clear: its brand overhaul has been a wild ride. With Sweeney's ads sparking both praise and outrage, it's anyone's guess what the future holds for the company. Will they continue to push boundaries and court controversy, or will they tone down their approach?

Only time (and American Eagle's stock prices) will tell.

Sources:

  • The Scholarly Note: "Sydney Sweeney's Ads Spark Controversy as Critics Accuse American Eagle of Nazi Propaganda"
  • Marketing Dive: "American Eagle Partners with Sydney Sweeney for Fall Campaign"