Travis Kelce Launches American Eagle Collaboration After Sydney Sweeney Backlash

American Eagle launched a limited-edition clothing collaboration with Kansas City Chiefs tight end Travis Kelce and his brand Tru Kolors shortly after Kelce and pop star Taylor Swift announced their engagement, resulting in a notable boost to the retailer’s stock. The AE x Tru Kolors collection features over 90 pieces, including varsity jackets, polos, and hoodies, and emphasizes authenticity and athleticism by featuring athletes like Olympic gymnast Suni Lee and basketball star Azzi Fudd in its campaign. Kelce took an active role as creative director in the design and promotion of the line, which aims to blend varsity nostalgia with leisure luxury and appeal to Gen Z consumers. This collaboration is seen as a strategic pivot for American Eagle following the backlash from its controversial Sydney Sweeney ad campaign, which faced accusations of promoting eugenic rhetoric and caused a temporary drop in store traffic despite an initial stock surge. The new campaign focuses on themes of resilience, teamwork, and everyday style, positioning athletes as credible and relatable figures to reshape the brand’s image. The timing of the launch, just after Kelce and Swift's engagement announcement, maximized media attention and market enthusiasm, benefiting not only American Eagle but also other retailers like Signet Jewelers and Ralph Lauren linked to the couple.