American Eagle Outfitters recently witnessed a dramatic surge in its stock price, thanks to a viral advertising campaign featuring actress Sydney Sweeney. The campaign, titled “Sydney Sweeney Has Great Jeans,” launched in late July and quickly captivated both fashion enthusiasts and retail traders. Within days, American Eagle’s shares soared by over 15%, translating to hundreds of millions of dollars in added market value. At its peak, the stock climbed from around $10.20 to $12.00, then settled near $11.76 for the week.

The campaign’s viral momentum was fueled by playful, widely-shared videos showcasing Sweeney in American Eagle denim, which accumulated tens of millions of views across social media. The brand also rolled out limited edition denim items, digital try-ons using AI technology, and prominent displays on billboards in Times Square and the Las Vegas Sphere. In a bold step to reconnect with younger shoppers, especially the Gen Z audience, American Eagle’s marketing leaned into Sweeney’s wide appeal and social media presence.

Retail investors jumped in alongside traditional fashion fans, with much discussion on platforms like Reddit’s Wall Street Bets. The campaign’s impact was significant enough that some began labeling American Eagle a “meme stock,” driven as much by viral enthusiasm as by fundamentals. This attention came at a crucial time, as American Eagle has faced challenges in recent earnings, including declining revenue and increased competition.

Whether these viral campaigns can deliver lasting growth for American Eagle remains to be seen. But for now, Sydney Sweeney’s star power has provided the retailer with a much-needed boost, giving both its brand—and its stock price—a moment in the spotlight.