American Eagle Outfitters is experiencing a split reaction to its “Sydney Sweeney Has Great Jeans” marketing push. Location-tracking firm Pass_by said store visits fell 8.96% year-over-year in the week that began Aug. 3, the steepest decline recorded in 2025 and a sharp reversal from gains logged in the weeks before the ad debuted. Foot traffic was already 3.9% lower the previous week, suggesting the controversy around the campaign is weighing on bricks-and-mortar demand. Away from the mall, early indicators point to heightened interest but limited financial fallout. A nationwide Economist/YouGov survey conducted Aug. 9-11 found only 12% of respondents deemed the spot offensive, while 39% considered it clever. Data firm Consumer Edge said online visits to American Eagle’s U.S. site surged more than 60% on July 28, yet credit- and debit-card records show no meaningful lift in sales and the retailer’s denim market share has held near 18%. Investors have largely looked past the in-store slowdown. American Eagle shares have risen roughly 15% since the campaign began on July 23, buoyed by a 23% spike on Aug. 4 after former President Donald Trump praised the ad. Analysts say the mixed signals underscore how viral attention can boost brand awareness without immediately converting into store traffic or revenue.