American Eagle has experienced an unbelievable surge in its stock following the launch of an advertising campaign starring actress Sydney Sweeney, a pop culture icon and globally recognized figure.
The advertisement, which revitalizes a company that in recent years flirted with progressivism and social justice, was enthusiastically received by both consumers and investors.
The clothing and accessories brand's shares rose by as much as 12% on the New York Stock Exchange, adding approximately 228 million dollars to its market value within hours.
The campaign, which features Sweeney posing under the hood of a vintage Mustang or wearing a jacket with nothing underneath, has been interpreted by many as a clear reaction against the "woke" marketing that has dominated several global brands in recent years.
American society rejects woke culture
Social media users celebrated the immediate impact of this campaign as a return to common sense and to strategies aligned with traditional popular culture, far from political correctness.
This contrast is even more evident when compared to the recent case of Jaguar, which last year faced widespread criticism for a campaign that featured androgynous models in an avant-garde and progressive tone.
That strategy, oriented toward values of "inclusion" and aesthetic neutrality, was accused of alienating its traditional consumer base and had a negative impact on its brand image.
