American Eagle Outfitters shares climbed as much as 6% in New York trading Wednesday after the apparel retailer unveiled a marketing partnership with Kansas City Chiefs tight end Travis Kelce, announced just a day after his engagement to pop star Taylor Swift. The stock had already been up 4.3% in pre-market dealings, according to trading data. The tie-up centres on a limited-edition “AE x Tru Kolors” line that Kelce developed with his lifestyle brand. American Eagle said the athlete served as creative director and was “involved in every step of the process,” from design to graphics. The first products—jeans, tees and varsity-inspired pieces priced between $15 and $180—went on sale 27 Aug., with a second drop scheduled for 24 Sept. The collaboration gives American Eagle a fresh celebrity face weeks after the company’s campaign with actress Sydney Sweeney sparked backlash over its wordplay slogan. Retail analysts said Kelce’s broader cultural profile, amplified by his high-profile engagement, could help the chain court Gen Z shoppers ahead of the holiday season. The so-called Swift effect rippled across other consumer names: Signet Jewelers gained about 4% amid speculation of stronger ring sales, while Ralph Lauren advanced after the couple’s engagement photos, featuring Polo outfits, circulated online. Market watchers said the reaction underlines how celebrity moments continue to sway retail investor sentiment.