American Eagle Gives Its Answer

There are two common sayings in the marketing world; public relations should never offend people and the worst thing to happen to an ad is to be ignored.

American Eagle’s new campaign with Sydney Sweeney has put both of those mottos in the spotlight.

Fans of the ad call it a bold “calculated risk” that’s racked up over 3,000 news articles and reached more than 50 million readers. Critics say it gets away from the brand’s usual commitment to inclusive advertising.

Even American Eagle’s competitor GAP jumped at the chance to win over former fans with a more diverse jeans ad.

Despite the backlash, American Eagle doubled down, releasing a statement saying “We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.”

So now we’re left asking: in 2025, is any press still good press?