Shares of American Eagle Outfitters (AEO) jumped more than 13% on Monday, after US President Donald Trump unexpectedly gave the brand a glowing endorsement on his social media platform, Truth Social.
Trump praised the brand’s latest ad campaign featuring actress Sidney Sweeney, calling it the “hottest ad out there” and claiming the jeans are “flying off the shelves.” His comments sparked a flurry of reactions online and a sudden surge in investor interest in the clothing brand.
For the uninitiated, the new commercial features Sweeney in a playful take on genetics and fashion. “Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color,” Sweeney says in the ad. “My jeans are blue.”
The line has since gone viral, with viewers debating whether it’s just a cheeky pun or if there’s a deeper meaning behind it. Some have applauded the wordplay—”great genes” vs. “great jeans,” while others speculated something else.
That speculation intensified when Trump added his thoughts over the weekend. “She’s a registered Republican?” he reportedly said when asked about Sweeney, according to Vanity Fair. “Oh, now I love her ad… You’d be surprised at how many people are Republicans.”
Shortly after, Trump posted online: “Sidney Sweeney, a registered Republican, has the HOTTEST ad out there. It’s for American Eagle, and the jeans are ‘flying off the shelves.’ Go get ‘em Sidney.”
Sidney Sweeney, best known for her roles in Euphoria and The White Lotus, hasn’t publicly commented on the ad backlash or Trump’s remarks. However, with American Eagle now trending and its products suddenly in higher demand, it’s clear the campaign has succeeded.
The company hasn’t released a statement either, but social media is abuzz, and analysts say this sudden spotlight could give American Eagle a valuable marketing boost ahead of the fall retail season.