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Library/Campaign/Sydney Sweeney Has Great Jeans
Grade B14 sourcesHIS-00842

Sydney Sweeney Has Great Jeans

Campaign · 2025 · Notable

40Editable slideCertificate

American Eagle's Sydney Sweeney ad drew backlash; its shares closed up 24% on Aug. 4.

Original · American Eagle Outfitters
A blonde woman wearing denim pictured laying down in a billboard advertisement
Reuters / ABC News (Australia)
A blonde woman looking at the camera in a denim jacket
ABC News (Australia)
Outrage Over American Eagle’s ‘Great Jeans’ Ad Was a Conservative Media Creation
Open Measures
Sydney Sweeney Says American Eagle Jeans Controversy ‘Didn’t Affect Me'
Variety Australia
"Sydney Sweeney Has Great Jeans" American Eagle Ad | Know Your Meme
Know Your Meme
Doja Cat brutally trolls Sydney Sweeney's controversial jeans ad amid fierce backlash
Euronews
Glossy Pop Newsletter: From American Eagle to E.l.f., brands prove social media is changing the advertising machine
Glossy
Culture is expensive: American Eagle bets on buzz as tariffs and rivals close in
Digiday

Spread Score

How it works
Reach36Contagion35Breadth40Velocity60Longevity3240

Numbers

Seed to peak
12 days
Jul 23 ’25 to Aug 4 ’25
Platforms
7
Started on Open web
Origin
Mixed
Fashion & accessories

Mechanics

  • ControversyPrimary
  • Political adoption
  • Press loop
  • Platform jump

How it spread

Trace the origin

American Eagle launched its Sydney Sweeney campaign on July 23, 2025, with a Sphere takeover and Snapchat ads. Critical posts spread on X and TikTok within days, and mentions peaked on Aug. 4 as the stock closed up 24%.

Google searchesJul ’25AugSepOctNovDecPeakRetailOpen webPressXTikTokInstagramYouTube
RetailOpen webPressXTikTokInstagramYouTube

12 more events on this chart

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Timeline (15)

  1. July 2025

    American Eagle precursor · Week of Jul 14, 2025

    Teasers for the campaign began rolling out the week before launch, Marketing Dive reported.[2]

  2. American Eagle seed · Jul 23 ’25

    American Eagle launched its Fall '25 campaign, 'Sydney Sweeney Has Great Jeans.'[1][2]

  3. Marketing Dive press · Jul 23 ’25

    Marketing Dive covered the launch, which included a Las Vegas Sphere takeover and Snapchat in-app ads.[2]

Changelogupdated Oct 16 ’26
  1. 2026-10-16Added 1 source · Score 41 → 40
  2. 2026-10-15Added: 14 events, 12 sources · Score 41
Origin
Mixed
Sector
Fashion & accessories
Region
US
Reported figure
—
Evidence
Grade B

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New cases, every week

How the next thing spread, the week it does.

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Google searchesJul ’25AugSepOctNovDecPeakRetailOpen webPressXTikTokInstagramYouTube
RetailOpen webPressXTikTokInstagramYouTube

12 more events on this chart

Join free to see them

  1. July 2025

    American Eagle precursor · Week of Jul 14, 2025

    Teasers for the campaign began rolling out the week before launch, Marketing Dive reported.[2]

  2. American Eagle seed · Jul 23 ’25

    American Eagle launched its Fall '25 campaign, 'Sydney Sweeney Has Great Jeans.'[1][2]

  3. Marketing Dive press · Jul 23 ’25

    Marketing Dive covered the launch, which included a Las Vegas Sphere takeover and Snapchat in-app ads.[2]

  1. platform jump · Jul 24 ’25

  2. backlash · Jul 25 ’25

Join free to see the other 12 events and the full chart. Free, on every case.

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Why it worked

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Pro opens the playbook, all 4 sourced numbers and 14 sources. Start with a free account.

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