American Eagle launched an anti-woke campaign featuring Sydney Sweeney, and its shares soared.

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.

The adverse reaction highlighted the growing weariness of a significant portion of the public toward campaigns considered excessively ideological, disconnected from the market and focused on gaining cultural approval rather than driving real sales.
 

Progressive marketing comes to an end

Sydney Sweeney's participation is no coincidence. Her track record of successful collaborations, such as the viral "Body Wash Genie" campaign with Dr. Squatch, which led Unilever to acquire the brand for USD 1.5 billion, demonstrates her ability to generate media impact and immediate commercial returns.

In that case, a limited-edition soap supposedly made with drops from Sweeney's bath sold out in minutes and reached prices of up to USD 2,000 on eBay, showing her appeal as a commercial figure.

American Eagle's surge not only shows the effectiveness of returning to basics in marketing, but also marks a clear break with the failed trends of corporate progressivism.

Brands that have attempted to impose ideological messages without genuine resonance with their audiences have seen declines in sales, boycotts, and loss of relevance.