American Eagle Foot Traffic Falls 9% Amid Sydney Sweeney Ad Backlash

American Eagle has experienced a significant decline in foot traffic following the launch of its controversial advertising campaign featuring actress Sydney Sweeney. Data from Pass_by shows foot traffic dropped nearly 9% year-over-year for the week beginning August 3, marking the second consecutive week of decline after the campaign's July 23 debut, which saw initial foot traffic dips of around 3.9%. While the campaign caused a 60% surge in U.S. website visits, sales and market share remained flat, and the company has not commented on the impact to sales or traffic. The ad, which features a pun on "genes" and "jeans," sparked backlash for alleged eugenic undertones and was embraced by right-wing figures including President Donald Trump, Vice President JD Vance, and Senator Ted Cruz. Experts and commentators have weighed in, with some viewing the controversy as more cultural than purely economic, while others dismiss critics as overreacting. Competitors like Abercrombie & Fitch and H&M also experienced foot traffic declines but less severe than American Eagle's, suggesting broader retail challenges alongside campaign-specific factors.