Category: In the News

Less than a year after some backlash to American Eagle’s decision to enlist actress Sydney Sweeney as the face of its brand, the retailer is reinvesting in its celebrity strategy.

Last week, the blonde haired, blue-eyed actress joined the retailer to ring in the opening bell at the New York Stock Exchange. The NYSE appearance comes after the “Sydney Sweeney Has Great Jeans” ad campaign last summer which sparked debate as to whether the play on “jeans” and “genes” was racially charged.

American Eagle did not respond to a request for comment regarding the partnership in time for publication. After previously working with celebrity athletes like Trevor Lawrence and Coco Gauff, American Eagle has most recently signed country star Ella Langley, who has been crowned by American Eagle as its “denim darling.”

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This summer’s soccer World Cup tournament will provide a rare opportunity for major advertisers looking to engage sports audiences over a month-long festival of footwork, free kicks and the occasional foul — all taking place in the U.S and Mexico.

But Major League Soccer (MLS) has a bigger ambition: to convert U.S. viewers entertaining a passing interest in the World Cup into long-term soccer fans of Inter Miami, New York City FC or the Seattle Sounders. Soccer publisher Footballco, and brands such as Purina, have similar goals.

Club soccer has risen in popularity among American viewers in recent years, helped by a trickle of European soccer stars like Luis Suarez, Lionel Messi and Son Heung-min joining the league during their sunset years — and the steadily growing appreciation for British and European soccer from afar.

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