Why American Eagle tapped Sydney Sweeney for its priciest campaign yet

American Eagle right this moment (July 23) unveiled a partnership with actress Sydney Sweeney for its fall marketing campaign entitled “Sydney Sweeney Has Nice Denims.” The trouble marks the denim purveyor’s most costly marketing campaign to this point, arrives forward of the essential back-to-school season — a interval described by CMO Craig Brommers because the Tremendous Bowl for denims gross sales — and sees the model maximizing its efforts regardless of ongoing financial uncertainty. 

“To have the ability to associate with [Sweeney] on that is saying one thing, and it’s saying one thing in what has been a trickier retail setting this yr, that American Eagle continues to be putting large bets,” stated Brommers. “We’re nonetheless the denims authority, particularly for Gen Z.” 

“Sydney Sweeney Has Nice Denims” spotlights the retailer’s core product by means of activations spanning social media, together with a synthetic intelligence-powered Snapchat try-on expertise, and distinguished out-of-home shows, together with a takeover of the Sphere in Las Vegas and a 3D billboard in New York’s Occasions Sq.. The Sweeney partnership goals not solely to assist American Eagle resonate with a broader viewers in the course of the cluttered back-to-school season, but in addition alerts the retailer’s evolution towards a extra versatile method to its kinds. 

“Sydney has proven that there’s not a purple carpet, there’s not a premiere, there’s not a cultural occasion that she doesn’t stand out at, and we would like our denims to additionally play that position of being okay to decorate down in an informal state of affairs but in addition costume up on a extra social event,” Brommers stated. 

A extra elevated method can be showcased by means of extremely stylized appears to be like created alongside Molly Dickson, Sweeney’s personal stylist. The star additionally labored with the model to create a limited-run product, The Sydney Jean. Teasers for the marketing campaign started rolling out final week by way of wild postings round New York Metropolis that learn “Sydney Sweeney Has Nice Genes,” with none American Eagle branding. The postings can be up to date right this moment with the assistance of stunt doubles, who will change the phrase “genes” to “denims” and add nods to the model.

Excessive-profile OOH placements will comply with, together with a 3D billboard in Occasions Sq. that may characteristic Sweeney waving and pointing at onlookers whereas sporting an all-denim outfit. The model additionally shot 360-degree content material for an activation on the Sphere the place Sweeney can be seen sporting related fashions whereas showing to maneuver on display. Rounding out the OOH efforts can be further billboards in New York, Los Angeles, Chicago, Boston and Atlanta and bus wraps round New York Metropolis. 

Artistic will develop to digital channels by way of shoppable “As Seen on Sydney” edits and content material throughout social and retail platforms. American Eagle can also be launching a lens on Snapchat to permit customers to just about strive on a pair of denims, and can make the most of further in-app advert placements for content material that may characteristic Sweeney chatting about denims. 

Investing within the model

The choice to associate with Sweeney was strategic because the model goals to excite shoppers throughout a interval more likely to be marked by cautious spending, Brommers defined. Again-to-school spending is forecast to achieve $30.9 billion this yr, down barely from $31.3 billion in 2024, based on Deloitte’s annual survey of the event. Whereas financial uncertainty might drive some advertisers to cut back media spending, Brommers considers such investments important for staying related in opposition to lower-priced rivals.

“Model might be the primary and most necessary software that we have now to compete successfully in opposition to Shein or Amazon or Walmart or whoever it could be, and when you realize that model is certainly one of your most necessary property, it’s a must to proceed to nourish [it],” he stated. American Eagle’s complete web income decreased 5% yr over yr within the first quarter to $1.1 billion.

Nonetheless, there’s hope for retailers like American Eagle this back-to-school season, with clothes anticipated to be the one section of client spending to see year-over-year positive factors, per Deloitte. American Eagle isn’t any stranger to superstar tie-ups, having beforehand teamed with stars like Coco Gauff and Jenna Ortega. The technique ought to be used sparingly, based on Brommers, who explains “there’s a proper time and a proper place to make use of the fitting expertise.”

In Sweeney, who is thought for roles in sequence like “Euphoria” and “The White Lotus,” American Eagle noticed a star able to each elevating its vogue picture and serving to strengthen its connection to a wider viewers. Whereas Sweeney belongs to Gen Z, her attraction spans a number of generations, Brommers defined. Although its a hefty funding, the tie-up is anticipated to strengthen the model’s efforts to keep up relevance with core shoppers whereas broadening its attain. 

“What we’ve additionally realized alongside the best way is as expertise prices have escalated, typically it’s really extra necessary to position the large bets behind the most important stars, and whereas these investments are usually increased, the payback tends to be increased as nicely,” Brommers stated.

Sweeney has develop into one thing of a advertising and marketing fixture of late, having additionally appeared in campaigns lately for manufacturers together with Dr. Squatch and Baskin-Robbins. As a part of American Eagle’s marketing campaign, the duo created The Sydney Jean, marked with a butterfly motif to represent home violence consciousness. Sweeney is ready to painting former skilled boxer Christy Martin, who was almost murdered in 2010 by her then-husband, within the upcoming biographical drama “Christy.” All proceeds from the sale of The Sydney Jean will profit Disaster Textual content Line.

Gen Z’s advertising and marketing playbook

With regards to media technique, OOH components are sometimes key to American Eagle’s efforts to achieve Gen Z and are accordingly a significant piece of the puzzle this season. The youthful cohort is receptive to such efforts, Brommers stated, as long as the activation stretches past attain and frequency to embrace innovation. In an analogous vein, the model earlier this month teamed with Snapchat to characteristic over 800 of its places on Snap Map by means of the Promoted Locations promoting placement, permitting customers to simply be taught extra in regards to the places closest to them.

“Any likelihood that we are able to get into their geographic thoughts body is necessary,” Brommers stated. “Gen Z is out within the bodily world procuring, so anybody that thinks all they’re doing is procuring inside apps or procuring in cell commerce, that’s completely not true.”

An intentional media technique could possibly be much more essential for manufacturers this season with shoppers possible needing further motivation to maneuver from consideration to buy, Brommers forecasts. 

“I feel the business is seeing potential modest development throughout this back-to-school season, and that’s why I feel we’re going to should compete tougher than ever to earn the mind-share and earn the market share that we really feel like we deserve,” Brommers stated.