American Eagle CEO Defends Viral Sydney Sweeney Jeans Campaign Amid Controversy, Reports Nearly One Million New Customers

American Eagle CEO Jay Schottenstein publicly defended the brand's controversial Sydney Sweeney ad campaign despite backlash accusing it of promoting eugenics and racist themes. Schottenstein emphasized the company stood behind the campaign and instructed employees to remain calm and not respond to critics, noting he personally approved the ads. The campaign, featuring wordplay on "genes" and "jeans," sparked debate but resulted in significant commercial success, attracting nearly a million new customers and causing key products like the Sweeney Cinched Waist denim jacket and Sydney Jean to sell out quickly. Critics, including some liberal commentators and academics, linked the pun to historical eugenics movements, but Schottenstein, who is Orthodox Jewish, rejected these claims as unfounded. Despite the controversy, the campaign boosted American Eagle's stock price and affirmed the brand's denim identity, with Schottenstein expressing no regrets about the ads. The campaign also drew political attention, with President Donald Trump publicly defending Sweeney and the ads.