By Suzanne Kapner – Reporter Wall Street Journal – Last Updated: Sep 4, 2025, 8:08 PM EDT

Shares of American Eagle Outfitters soared 38% Thursday after the company said its polarizing ad campaign with actress Sydney Sweeney boosted the brand.

“In just six weeks, the campaign has generated unprecedented new customer acquisition,” American Eagle Chief Marketing Officer Craig Brommers said Wednesday. “To be clear, that consumer acquisition is coming from every single county in the U.S. This momentum is national, and it is pervasive.”

The campaign began running July 23, shortly before the recently completed quarter ended, so the ads didn’t have a huge impact on the quarter’s sales. In fact, sales for the period, which ended Aug. 2, fell 1% to $1.28 billion.

The campaign came under fire from some people on social media for its play on words, “Sydney Sweeney has great genes.” Some critics said the language glorified blonde hair and blue eyes. Other consumers, as well as public figures including President Trump, praised the campaign.

American Eagle’s market value is about $3 billion. The lowest-valued S&P 500 company, Enphase Energy, has a value of $4.7 billion.