American Eagle’s stock is soaring after the retailer ditched its “woke” marketing misstep and returned to a straightforward, pro-America ad campaign featuring Sydney Sweeney. When the brand first adopted identity politics and featured an overweight model in an attempt to check woke boxes, sales and stock took a hit, proving once again that going woke often means going broke. But as soon as American Eagle refocused on classic, relatable American values and popular culture icons, the market responded positively, showing that customers want quality and connection, not virtue signaling.
The company announced this week that shares of the company jumped more than four percent in Thursday’s session after soaring in premarket trading. American Eagle’s stock soared after ditching its woke, out-of-touch advertising and returning to a pro-America, mainstream appeal by featuring Sweeney in its latest campaign. After suffering from poor sales and backlash for pandering to “woke” agendas, the brand is now reconnecting with everyday Americans who value quality and authenticity over political messaging. The sharp pivot away from divisive identity politics toward celebrating real American style and talent has energized investors and shoppers alike, proving once again that going woke means going broke, but embracing American values drives success.
American Eagle ads, 2019 vs 2025. Woke is dead. pic.twitter.com/TGbP0B50ee
— End Wokeness (@EndWokeness) July 24, 2025
"With Sydney Sweeney front and center, she brings the allure,” Jennifer Foyle, the company’s president and executive creative director, said.
The company’s stock plummeted after launching a series of woke ad campaigns that failed to resonate with its core customers. Featuring spokespeople and messaging viewed by many as out of touch and politically charged, the brand ultimately alienated a significant segment of its audience. As shoppers rejected identity-driven marketing, sales declined, prompting investors to lose confidence and send the stock price downward. Both critics and customers expressed frustration that the company prioritized political messaging over fashion and quality.
