Controversial Sydney Sweeney ad backlash sends American Eagle foot traffic plummeting

Foot traffic at American Eagle stores fell 9% year over year in the week starting August 3, according to Pass_by data shared exclusively with Retail Brew. This drop marked the second week in a row of declining store visits since the brand launched its “Sydney Sweeney Has Great Jeans” campaign on July 23.

As per the report by Retail Brew, in the first full week after the campaign began — the week starting July 27 — store visits were already down 3.9% YoY, Pass_by reported. Before the campaign, American Eagle was seeing positive traffic growth. The week starting July 6 had visits up 5.9% YoY, and the week starting July 13 saw a 4.9% YoY increase, according to the same data.

Competitors also see smaller drops in store visits

In the August 3–9 period, other youth-focused clothing retailers also saw lower traffic but not as steep as American Eagle’s fall. Abercrombie & Fitch was down 3.3%, H&M down 4.9%, Gap down 2.8%, and Urban Outfitters down 2.7%, as per Pass_by data, reported by Retail Brew.


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Debate grows over Sydney Sweeney ad backlash

Pass_by report stressed that correlation is not causation, so there’s no proof the Sydney Sweeney ad is directly responsible for the traffic drop. Retail Brew asked American Eagle whether their own data showed store visits or sales changing since the campaign launch. The company did not respond. The ad has drawn criticism from some for alleged eugenic undertones and being oversexualized.

Supporters such as The New York Post — have pushed back at critics, calling them a “crazed woke mob.” High-profile political figures backing the campaign include President Donald Trump, Vice President JD Vance, and Senator Ted Cruz, according to the report by Retail Brew.

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FAQs

Q1. Why did American Eagle’s store visits drop recently?
American Eagle’s store visits fell after launching the controversial Sydney Sweeney ad campaign in late July.

Q2. What is the controversy around the Sydney Sweeney American Eagle ad?
Some people criticize the ad for being oversexualized and having eugenic undertones, while others defend it.