American Eagle Outfitters Inc. (NYSE:AEO) shares added almost 5% on Wednesday after the clothing retailer launched its new back-to-school campaign featuring NFL star Travis Kelce.
The campaign promotes a limited-edition capsule collection from Kelce’s apparel and lifestyle brand, Tru Kolors, in collaboration with American Eagle.
Kelce serves as the creative director for the collection, which includes over 90 pieces inspired by vintage sportswear and lifestyle apparel, including heavyweight T-shirts, varsity jackets, cashmere sets, utility cargo pants, and retro-style designs.
Titled “Live to Play,” the marketing campaign features Kelce alongside other prominent athletes, including tennis player Anna Frey, basketball guard Azzi Fudd, quarterback Drew Allar, wide receiver recruit Jeremiah Smith, basketball prospect Kiyan Anthony, and Olympic gold medalist gymnast Suni Lee.
The campaign comes at a critical time for the company as it tries to connect with younger consumers amid declining sales and inventory challenges.
It also comes weeks after a separate advertising effort starring actress Sydney Sweeney, which initially boosted shares but later faced backlash over its messaging and imagery.