Core Insights - American Eagle's shares surged 25% in after-hours trading following the release of its second quarter earnings report, highlighting the success of its advertising campaign featuring actress Sydney Sweeney [1] - The campaign, titled "Great Jeans," contributed to increased engagement, comparable sales, and customer awareness for the brand [1][5] Marketing Success - CEO Jay Schottenstein emphasized the effectiveness of the fall denim campaign with Sydney Sweeney, noting record-breaking new customer acquisition and enhanced brand awareness across various demographics [2] - The company also reported a successful marketing partnership with professional football player Travis Kelce, launching a limited-edition design collaboration with his lifestyle brand, Tru Kolors [4] Financial Performance - The company attributed the uptick in customer awareness, engagement, and comparable sales to stronger product offerings and the success of recent marketing campaigns [5] - American Eagle aims to leverage its progress and brand strength to drive higher profitability, long-term growth, and shareholder value [5] Target Demographic - American Eagle is focused on appealing to Gen Z shoppers and has previously collaborated with other young influencers, including actress Jenna Ortega and tennis player Coco Gauff [7] Social Media Reactions - The campaign featuring Sydney Sweeney received mixed reactions on social media, with some labeling it "tone-deaf" while others praised it for countering "woke" advertising [10] - Notably, former President Trump publicly praised the ad campaign, calling it "fantastic" [10]