Campaign: Sydney Sweeney - Rage Sells
Campaign: Sydney Sweeney in her American Eagle campaign ‘Good Jeans’
Objective: The campaign of summer 2025, ‘Good Jeans” with Sydney Sweeney, was all the rage, the good and the bad kind. Now that we’ve all had some breathing room and cooled down, we need to ask ourselves, did this work, and why or why not?
Did it work?: Yes, it did. Rage marketing always works. Some say sex sells, and sure, that’s human nature, but rage, does it work too? Yes, when people hate it, they hate it passionately; when they love it, they love it passionately. This campaign was smart, simple, and checked all the boxes. The ‘right’ loved it for its in-your-face overt sexuality, and the left hated it for the “jeans/gene’ innuendo. One thing is for sure: everyone had an opinion about it.
But what do the numbers say: CEO Jay Schottenstein citing “the success of recent marketing campaigns with Sydney Sweeney and Travis Kelce” as a big reason why, generating some 40 billion impressions and a “meaningful improvement in the business.” American Eagle stock soared 25 percent after hours on the earnings report.
Sydney Sweeney in her American Eagle campaign. American Eagle
