From Social Media Backlash to Real-World Impact: American Eagle’s Foot Traffic Plunge

 

Last week, American Eagle experienced a 3.9% decline in store visits across the U.S., according to retail analytics firm Pass By. This downturn follows weeks of steady growth and coincides with rising online backlash against Sydney Sweeney, the face of the brand’s recent “Sydney Sweeney Has Great Jeans” campaign.

The drop was most pronounced in the South, where visits fell by over 9%, with smaller declines in the Midwest and West. Older shoppers, including boomers and the silent generation, showed the sharpest decreases, while Gen Z customers also pulled back slightly.

Experts suggest this sudden change is likely linked to the controversy around the campaign’s wordplay on “genes” and “jeans,” which critics say inadvertently referenced eugenics and evoked uncomfortable historical associations. Some viewers also compared it to the provocative Calvin Klein ads of the 1980s.

Despite American Eagle’s defense that the campaign focuses solely on denim, the backlash intensified, especially after Sydney Sweeney’s Republican voter registration became public and drew political attention—including praise from former President Donald Trump.

This incident highlights how cultural issues and public perception can quickly impact retail performance beyond social media conversations.