Category: In the News

This story was first published by Digiday sibling Glossy

American Eagle has become the loudest voice in the denim wars. The brand’s high-profile campaigns with Sydney Sweeney and Travis Kelce have drawn 40 billion impressions, sold out products and brought in just under 800,000 new customers since late July. But as supply chain costs surge and pricing pressure builds, investors are asking whether American Eagle’s focus on cultural heat is coming at the cost of sustainable growth.

“In Q2, we were the No. 1 brand for 15‑ to 25‑year‑olds and the No. 2 jeans brand for 15‑ to 29‑year‑olds,” said Jennifer Foyle, president and executive creative director of American Eagle and Aerie, during the company’s September 3 earnings call. “We experienced a positive response in denim and were chasing back into key fits, like Dreamy Drape and Athletic.”

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As more creators sign CTV licensing deals, they are using their newfound television presence as a bargaining chip in negotiations with potential advertisers.

In recent months, CTV channel operators from Samsung TV Plus to Tubi have significantly expanded their creator offerings, standing up dedicated FAST and AVOD channels to serve creators’ videos. In addition to splitting ad revenue from the channels with the operators, creators are looking to profit from their CTV partnerships in more creative ways. Four creators and creator talent managers that had recently signed CTV licensing deals told Digiday that they were planning to leverage their expansion onto TV to charge higher rates for sponsored content.

“It allows you to talk to more premium brands,” said Courtney Hirsch, the CEO of the creator collective Jomboy Media, which signed a licensing deal with Tubi in August. The CTV presence has come up in renewal conversations and “is a value-add that we talk about to lock in these premium, one-year or multi-year sponsorships.”

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