EXCLUSIVE: New data shows store visits declined nationwide last week, and an expert says the backlash over Sweeney may be playing a role.
American Eagle saw a noticeable drop in foot traffic last week, and new data suggests the recent controversy surrounding Sydney Sweeney may be a factor.
According to retail analytics company Pass By, visits to American Eagle stores were down 3.9% across the U.S. in the week ending August 2. The decline follows weeks of solid in-store performance and comes as online criticism of Sweeney, the face of American Eagle’s latest campaign, has been growing.
According to the data, the drop was sharpest in the South, where store visits were down more than 9%. The Midwest and West also saw smaller declines while the Northeast was the only region to report an increase. The data also shows that older shoppers were more likely to stay away, with noticeable declines among boomers and the silent generation. Gen Z, which makes up a large share of American Eagle’s customer base, also pulled back slightly.
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“It’s rare to see a sudden, sharp drop like this after months of steady growth,” James Ewen, VP of Marketing at Pass By, told The Mirror US. “When retail foot traffic patterns break trend so quickly, it’s usually cultural. This suggests the Sweeney controversy may be resonating beyond social media and into real-world consumer behavior.”
“When you see numbers change this quickly, especially across different regions and age groups, it’s not random,” he said. “This is the kind of data brands pay close attention to.”
Sweeney, who rose to fame through roles in Euphoria and The White Lotus, has been facing online backlash tied to the campaign, which fans labeled tone deaf.
American Eagle’s “Sydney Sweeney Has Great Jeans” campaign was built around a playful pun using “genes” and “jeans” to suggest both quality denim and inherited traits, but criticism followed immediately.
Many viewers interpreted the “genes” wordplay as a nod to eugenics, a discredited ideology focused on selective breeding and human superiority, especially when tied to stereotypically idealized imagery.
Observers expressed concern that the campaign’s emphasis on genetics, appearance, and implied physical traits evoked historical and harmful associations.
Others pointed out how familiar the setup felt, comparing it to the controversial and suggestive 1980s Calvin Klein ads featuring Brooke Shields as a minor, which also tied denim to genetic allure.
Though American Eagle defended the campaign as purely fashion-focused, saying “it’s about the jeans,” critics argued the broader context and timing amplified its unintended implications.
Notably, the campaign quickly grabbed political attention after fans quickly found a Republican voter registration in the state of Florida that matched Sweeney’s credentials.
President Donald Trump even praised the ad after learning of Sweeney’s registered Republican status, saying, “If Sydney Sweeney’s a Republican, then I love her ad.”
