American Eagle Outfitters Inc. (NYSE:AEO) shares surged more than 8% after it launched a new marketing campaign featuring actress Sydney Sweeney, best known for her roles in the HBO shows Euphoria and The White Lotus.
The company’s fall 2025 campaign, titled “Sydney Sweeney Has Great Jeans,” includes a limited-edition jacket inspired by Sweeney’s on-set style and “The Sydney Jean,” created in collaboration with her.
All proceeds from the jean will support Crisis Text Line, in line with Sweeney’s advocacy for domestic violence awareness.
“This fall season, American Eagle is celebrating what makes our brand iconic, trendsetting denim that leads, never follows,” American Eagle president and executive creative director Jennifer Foyle said in a statement.
“With Sydney Sweeney front and center, she brings the allure, and we add the flawless wardrobe for the winning combo of ease, attitude and a little mischief.”
Sweeney, when asked about her favorite denim, said: “There is something so effortless about American Eagle – it’s the perfect balance of being put-together but still feeling like yourself.”
Shares of American Eagle added 8.5% just shy of $12 shortly after US markets opened. The stock is down almost 30% in the year to date.