August 6, 2025 | 04:34 pm
TEMPO.CO, Jakarta - The stock of American Eagle Outfitters Inc., a jeans manufacturer, surged after President Donald Trump defended the company's product ad. At the close of the market on August 4, 2025, American Eagle's stock price had risen 23 percent. This follows a 27 percent drop on August 1, 2025, after the ad aired.
Trump's positive sentiment toward American Eagle came from his open defense of Sydney Sweeney, the star of the jeans ad. On Sunday, August 3, 2025, Trump quoted the BBC as saying, "Sydney Sweeney is a registered Republican, and I think her ad is fantastic."
Trump also expressed his support on his Truth Social post. "Sydney Sweeney, a registered Republican, has the HOTTEST ad out there," he wrote. He conveyed that AE had made a breakthrough with an American-style ad to boost its sales.
In the ad that premiered on July 23, 2025, Sweeney and American Eagle played with words by replacing "jeans" with "genes." The slogan was, "Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour. My jeans are blue."
The ad received significant criticism on social media. Using genetics to promote clothing was deemed ill-advised because it could discredit certain lineages. Furthermore, promoting eugenics would encourage selective breeding among certain races and harm others.
Additionally, the 27-year-old actress faced backlash due to the sexualized depiction in the ad. Although the ad was aimed at female consumers, its visuals catered to male audiences.
American Eagle will continue to use the jeans ad featuring Sweeney. "We'll continue to celebrate how everyone wears their AE jeans with confidence, their way," the company said on Instagram. They clarified that the ad was solely about jeans and had no hidden agenda.
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