American Eagle's stock is soaring as Sydney Sweeney and Travis Kelce's star power jolts sales

Core Insights - American Eagle's recent marketing campaign featuring Sydney Sweeney is considered a success, contributing to better-than-expected earnings in the second quarter [2][3] - The campaign has increased customer awareness and engagement, leading to a notable uptick in sales [2][4] Financial Performance - Earnings per share rose 15% year-over-year to $0.45, while net revenue decreased by 1% to $1.28 billion [3] - Comparable sales across the company, which includes Aerie, also fell by 1% [3] Marketing Campaign Impact - The "great jeans" campaign has sparked significant conversations and attracted new customers, with Sweeney's jeans selling out within a week [4] - The campaign has generated unprecedented new customer acquisition, according to the chief marketing officer [4] Controversy and Reception - The ad faced criticism for promoting "regressive" beauty standards, but the company maintained its stance that the campaign was focused on the jeans [5] - Despite mixed reactions, the campaign has been credited with driving sales and customer engagement [5][11] Future Collaborations - Following the success of the Sweeney campaign, American Eagle launched a clothing line in collaboration with NFL star Travis Kelce, which is expected to further boost sales [10][12] - The company plans to continue evolving the Sweeney campaign with new elements [11]