Why American Eagle tapped Sydney Sweeney for its priciest campaign yet
Briefly

American Eagle launched a partnership with Sydney Sweeney for its fall campaign titled "Sydney Sweeney Has Great Jeans." This campaign is the brand's most expensive to date and is strategically timed for the back-to-school season. CMO Craig Brommers emphasized that despite a challenging retail environment, American Eagle continues to make significant investments. The campaign includes AI-powered social media experiences and bold out-of-home displays. It aims to showcase denim's versatility for both casual and formal occasions, featuring a limited-run product called The Sydney Jean.
To be able to partner with [Sweeney] on this is saying something, and it's saying something in what has been a trickier retail environment this year, that American Eagle is still placing big bets.
Sydney has shown that there's not a red carpet, there's not a premiere, there's not a cultural event that she doesn't stand out at, and we want our jeans to also play that role of being ok to dress down in a casual situation but also dress up on a more social occasion.
The Sydney Sweeney Has Great Jeans campaign aims to resonate with a broader audience during the back-to-school season and signals the retailer's evolution toward a more versatile approach.
The effort marks the denim purveyor's most expensive campaign to date and arrives ahead of the critical back-to-school season - a period described as the Super Bowl for jeans sales.
Read at Marketing Dive
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