American Eagle Outfitters’ latest denim promotion, launched on 23 July, features actress Sydney Sweeney praising her “great jeans” in a series of videos that riff on the homophone “genes.” Critics across social and traditional media accused the ads of flirting with eugenic or white-nationalist themes because they highlight Sweeney’s blue eyes and blonde hair. After nearly a week of mounting backlash, the retailer issued a statement on 1 Aug saying the campaign "is and always was about the jeans. Her jeans. Her story," adding that “great jeans look good on everyone.” The company also reiterated that proceeds from a limited-edition “Sydney Jean” support the Crisis Text Line, and it has not withdrawn the ads. The controversy took a political turn on 4 Aug when President Donald Trump, told by reporters that Sweeney is a registered Republican, called the spot “fantastic” and “the hottest ad out there,” while denouncing other brands he labeled “woke.” Several Republican lawmakers had already defended the actress, framing the dispute as an example of overzealous “cancel culture.” Trump’s endorsement helped ignite trading in American Eagle shares. The stock climbed roughly 13 % intraday on 4 Aug—its steepest advance since 12 May—before paring some gains, as investors bet the heightened attention could boost sales. The episode underscores how brand messaging can become entangled in U.S. cultural politics and sway market sentiment in real time.