In the fast-changing retail world, American Eagle Outfitters is doubling down on the magnetic pull of celebrity partnerships to capture and keep consumer attention. Despite a recent 3% dip in comparable sales, CMO Craig Brommers remains confident that their high-profile collaborations with actress Sydney Sweeney and NFL star Travis Kelce will secure long-term brand relevance and growth.

Sydney Sweeney for American Eagle. Credit : American Eagle

The Enduring Charm of Sydney Sweeney

Backed by Brommers’ steadfast belief, the partnership with Sydney Sweeney goes beyond a typical endorsement; it’s a savvy example of Gen Z marketing. Known for her roles in youth-centric hits, Sweeney connects authentically with American Eagle’s core audience. Her image as confident yet relatable fuels an emotional bond that elevates the brand from a transactional label to a shared cultural touchstone.

• By leveraging Sweeney’s influence, American Eagle taps into influencer marketing that fosters community and shared values.
• It’s a strategic, long-term brand-building play designed to keep the company culturally relevant amid evolving consumer preferences.

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Broadening the Fan Base with Travis Kelce

Adding Travis Kelce to the mix signals a bold move to diversify appeal. Kelce, a celebrated NFL tight end, introduces American Eagle to sports fans and a potentially more male-skewed market, broadening the scope beyond fashion enthusiasts alone.

• This dual-celebrity marketing strategy demonstrates agility, enabling the brand to connect across different cultural spheres.
• The integrated campaigns keep American Eagle vibrant and appealing to a wider demographic, balancing youth culture with mainstream sports fandom.

CMO Brommers’ Vision for Sustainable Brand Building

Craig Brommers emphasizes that these partnerships aren’t just about quick sales spikes. Instead, the focus is on cultivating deep emotional connections and cultural resonance, vital for long-lasting brand equity.

• His approach prioritizes authenticity and insight-driven decisions over short-term gains.
• By investing in genuine relationships with trusted figures, American Eagle aims to maintain market leadership even during economic headwinds.

Takeaways for Marketers Today

• Align with personalities who authentically resonate with your target audience.
• Prioritize long-term brand growth rather than chasing fleeting sales.
• Diversify celebrity partnerships to reach broader customer segments.
• Maintain authenticity to build trust and cultural relevance.

Despite second-quarter challenges, American Eagle’s focus on celebrity endorsements reinforces its message: meaningful connections with culture-defining figures are crucial in today’s competitive retail market. With campaigns featuring Sydney Sweeney and Travis Kelce generating over 40 billion impressions and attracting 700,000 new customers, the brand stands poised for a strong second half of the year.