American Eagle is experiencing a sharp decline in in-store traffic following public backlash over its latest ad campaign featuring actress Sydney Sweeney, raising questions about the brand’s cultural messaging and consumer perception.
According to foot traffic data from analytics firm Pass_by, American Eagle saw a 3.9% year-over-year decrease in nationwide store visits for the week ending August 2 — a marked shift from the brand’s recent trend of growth. The decline was most pronounced in the southern U.S., where footfall dropped 9.25%, while the Northeast was the only region to post a gain, with visits up 7.36%.
Critics accused the brand of using wordplay that veered into uncomfortable territory, claiming the messaging echoed language associated with eugenics. The controversy intensified as conversations broadened to Sweeney’s political affiliations — with public records showing her registered as a Republican in 2024.
