American Eagle Announces Lamine Yamal as Global Brand Ambassador
The Historic Five-Year Deal with the International Football Star Includes Talent-Led Campaigns and Limited-Edition Product Collaborations
NEW YORK–(BUSINESS WIRE)–American Eagle Outfitters, Inc. (NYSE: AEO) announced today that the American Eagle brand has signed Lamine Yamal as Global Ambassador. The international football phenomenon will make history with AE’s first multi-year partnership, showcasing the brand’s dedication to global talent and investment in sports culture. Beginning in summer 2026, the five year deal will span multiple campaigns and include limited-edition product collaborations. Lamine Yamal’s global appeal and confidence, on and off the field, make him an ideal partner for AE for years to come.
“I couldn’t be more excited to begin this journey with American Eagle,” says Lamine Yamal. “Off the field, I like to play a lot with fashion trends, and as a leading lifestyle and denim brand, AE has the products to help me bring my energy and style to life.”
“American Eagle has positioned itself at the intersection of culture, and for our community, sports are a huge part of their identity,” said Jennifer Foyle, President – Executive Creative Director, AE & Aerie. “Soccer attracts an unrivaled global following, and our multi-year partnership with Lamine Yamal centers AE at the heart of the fandom–highlighting our commitment to him, the sport and our customers.”
About American Eagle
Since 1977, American Eagle has offered an assortment of specialty apparel and accessories for everyone that enables self-expression and empowers our customers to celebrate their individuality. AE encourages today’s digital generation to enjoy the world around them through optimism, culture and connection with themselves and others, all while wearing the clothes that make them most confident. The brand has broadened its leadership in jeans by producing innovative fabric with options for all styles and fits for all. Visit www.ae.com to find your perfect pair of #AEJeans.
About American Eagle Outfitters, Inc.
American Eagle Outfitters, Inc. (NYSE: AEO) is a leading global specialty retailer with a portfolio of beloved apparel brands including American Eagle, Aerie, OFFL/NE by Aerie, Todd Snyder and Unsubscribed. Rooted in optimism, inclusivity and authenticity, AEO’s brands empower every customer to celebrate their unique personal style by offering casual, comfortable, timeless outfitting and high-quality products that are made to last.
AEO Inc. operates stores in the United States, Canada and Mexico, with merchandise available in more than 30 countries through a global network of license partners. Additionally, the company operates a robust e-commerce business across its brands. For more information, visit aeo-inc.com.
American Eagle Outfitters Reports Record Holiday Sales
Raises Fourth Quarter Operating Income Outlook to $167 to $170 Million
PITTSBURGH–(BUSINESS WIRE) – American Eagle Outfitters, Inc. (NYSE: AEO) today announced that fourth quarter-to-date comparable sales, through Saturday, January 3, 2026, are up in the high single digits. Sales trends are positive across brands and channels with American Eagle comp growth in the low single digits and Aerie comps in the low twenties.
Following a record holiday season, the company is raising its fourth quarter operating income* to a range of $167 to $170 million, up from the previous guidance of $155 to $160 million. The increase largely reflects solid margin performance and anticipates consolidated comparable sales up in the range of 8% to 9%. Fourth quarter operating income guidance also includes approximately $50 million of pressure from tariffs, as previously disclosed.
“Momentum continued in the fourth quarter with record December sales fueled by the power of our brands, with particularly strong growth at Aerie and Offline and sequential growth at American Eagle. Our customers embraced new product collections and responded to our latest marketing initiatives, with strength continuing in the post-holiday period. We look forward to building on this positive trajectory with new customer-inspired collections, as we remain focused on creating value for our shareholders,“ commented Jay Schottenstein, Executive Chairman of the Board and Chief Executive Officer, AEO Inc.
About American Eagle Outfitters, Inc. American Eagle Outfitters, Inc. (NYSE: AEO) is a leading global specialty retailer with a portfolio of beloved apparel brands including American Eagle, Aerie, OFFL/NE by Aerie, Todd Snyder and Unsubscribed. Rooted in optimism, inclusivity and authenticity, AEO’s brands empower every customer to celebrate their unique personal style by offering casual, comfortable, timeless outfitting and high-quality products that are made to last.
AEO Inc. operates stores in the United States, Canada and Mexico, with merchandise available in more than 30 countries through a global network of license partners. Additionally, the company operates a robust e-commerce business across its brands. For more information, visit aeo-inc.com.
*Forward-Looking Non-GAAP Measures Our outlook includes operating income presented on an adjusted or “non-GAAP” basis, which is a non-GAAP financial measure. Non-GAAP financial measures are not based on any standardized methodology prescribed by U.S. generally accepted accounting principles (GAAP) and are not necessarily comparable to similar measures presented by other companies. The company is not able to provide a quantitative reconciliation of forward-looking adjusted operating income to the most directly comparable forward-looking GAAP financial measure because the company is unable to provide a meaningful or accurate reconciliation or estimation of certain reconciling items without unreasonable effort, due to the inherent difficulty in forecasting and quantifying measures that are necessary for such reconciliation.
SAFE HARBOR STATEMENT UNDER THE PRIVATE SECURITIES LITIGATION REFORM ACT OF 1995 This release and related statements by management contain forward-looking statements (as such term is defined in the Private Securities Litigation Reform Act of 1995), which represent management’s expectations or beliefs concerning future events, including, without limitation, the results for fourth quarter and annual fiscal 2025. Words such as “outlook,” “estimate,” “project,” “plan,” “believe,” “expect,” “anticipate,” “intend,” “may,” “potential,” and similar expressions may identify forward-looking statements, although not all forward-looking statements contain these identifying words. All forward-looking statements made by the company are inherently uncertain because they are based on assumptions and expectations concerning future events and are subject to change based on many important factors, some of which may be beyond the company’s control. Except as may be required by applicable law, we undertake no obligation to publicly update or revise any forward-looking statements whether as a result of new information, future events or otherwise and even if experience or future changes make it clear that any projected results expressed or implied therein will not be realized. The following factors, in addition to the risks disclosed in Item 1A., Risk Factors, of our Annual Report on Form 10-K for the fiscal year ended February 1, 2025 and in any other filings that we may make with the Securities and Exchange Commission, in some cases have affected, and in the future could affect, the company’s financial performance and could cause actual results to differ materially from those expressed or implied in any of the forward-looking statements included in this release or otherwise made by management: the risk that the company’s operating, financial and capital plans may not be achieved; our inability to anticipate fluctuations in customer demand and respond to changing consumer preferences and fashion trends and to manage our inventory commensurately; the seasonality of our business; our inability to achieve planned store financial performance; our inability to react to raw material cost, labor and energy cost increases; our inability to gain market share in the face of declining shopping center traffic or attract customers to our stores; our inability to respond to changes in e-commerce and leverage omni-channel capabilities; our inability to execute on our key business priorities; our inability to expand internationally; difficulty with our international merchandise sourcing strategies; the impact that import tariffs and other trade restrictions imposed by the U.S., China or other countries have had, and may continue to have, on our product costs, as well as continued uncertainties with tariffs and other trade restrictions; the possibility that product costs may be affected by other foreign trade issues, such as currency exchange rate fluctuations, increasing prices for raw materials, supply chain issues, political instability or other reasons; challenges with information technology systems, including safeguarding against security breaches; changes to U.S. or other countries’ trade policies and tariff and import/export regulations; and global economic, public health, social, political and financial conditions, and the resulting impact on consumer confidence and consumer spending, as well as other changes in consumer discretionary spending habits, which could have a material adverse effect on our business, results of operations and liquidity.
The use of the “company,” “AEO,” “we,” “us,” and “our” in this release refers to American Eagle Outfitters, Inc.
The Glossy 50 honors the year’s biggest changemakers across fashion and beauty.
American Eagle dominated the fashion conversation this year — from the Sydney Sweeney jeans campaign that ignited a weeks-long debate (though references are still rippling through American popular culture today) to the collaboration with Travis Kelce, announced just after his engagement to Taylor Swift.
Craig Brommers, American Eagle’s CMO, put it this way: “I’m most proud that we didn’t just participate in culture in 2025, we defined it.”
He described the Sydney Sweeney campaign as “a great example of marketing working.” Going in, the pitch was simple: American Eagle wanted to work with the “it” girl of 2025 to make the “it” denim campaign of 2025. The campaign, in which Sydney Sweeney jokes about her “great jeans,” drew criticism for associating “good genes” with a white woman.
“We had a one-two-three punch in 2025,” Brommers said. “It actually started back in July with a [product] collaboration between us and ‘The Summer I Turned Pretty,’ which was a streaming behemoth. Then it was Sydney after that, and then Travis right after that — the day after their engagement. I knew each would be very relevant, but did I know just how big each one would get? The answer is no.”
Fashion brands often say they want to be part of everyday cultural conversation. For its part, American Eagle’s Sydney Sweeney campaign generated over 40 billion impressions and attracted over 700,000 new customers to the brand, according to Brommers.
“What I learned through this experience is you have to take the big bets at big moments,” Brommers said. “You can’t be generic. The biggest risk in marketing these days is being boring. We’ve been conditioned as marketers to always do the ‘right things,’ but then we’re creating marketing campaigns that become generic wallpaper. Sydney and Travis were big bets — differentiated and unexpected.”
Brommers described 2025 as a reset for American Eagle, based on the brand’s efforts to regain the dominant cultural presence it held in the 2000s and 2010s. And the big bets on marketing, Brommers said, served to set a new tone for the brand going forward. In 2026, Brommers said he wants to continue the momentum the team has built this year.
“Right now, everyone is watching to see what we’ll do next,” he said.
One target: the Summer Olympics happening in the U.S. in 2028. It’s the first time the Summer Olympics have been held in the U.S. since 1996, and American Eagle is already working on campaigns tied to the games.
But, despite all the excitement surrounding the brand’s big marketing moments, Brommers said, ultimately, his job is about results, not just buzz. American Eagle’s revenue in the quarter ending November 1 increased by 6% year over year to a record $1.4 billion.
“The most successful modern campaigns connect the dots of the marketing funnel,” Brommers said. “Most people want to talk about the exciting parts: the campaigns, the talent. It is exciting, but I’m self-aware. I’m not in the CMO seat for long unless I’m driving traffic and revenue and growth.”
Deborah Henretta Named to NACD Directorship 100
Congratulations to AEO Independent Director Deborah (Deb) Henretta on being named to the National Association of Corporate Directors (NACD) Directorship 100. The annual list recognizes the most influential directors and governance trailblazers who set the standard for excellence, integrity, and leadership — both in the boardroom and beyond.
Deb has been a Director of the company since 2019, serving on the Audit, Compensation, and Nominating, Governance and Corporate Social Responsibility Committees. We are proud to celebrate her expertise in global and international operations, brand building, marketing, philanthropic programs and government relations, and deeply appreciate her business leadership and commitment to advancing board education.
Deb and fellow honorees were formally honored at the 2025 NACD Directorship 100 Awards Gala at Cipriani in New York City on December 11, 2025. Each year, the Gala convenes the nation’s most distinguished directors and governance leaders for an evening of celebration, connection and recognition.
WWD: American Eagle Teams With Russell Athletic for Sport-inspired Collection
The collection runs the gamut from heavyweight fleece sets to stadium jackets and cardigans.
American Eagle is teaming with Russell Athletic for a sport-inspired collaboration.
The collection features premium 450 gsm (grams per square meter) fleece with a peached face, brushed interior and slight stretch. Many pieces were developed using vintage Russell references to stay true to original fits and construction, with such details as hidden phone pockets, recreated vintage hardware, matched drawcords, and a signature double-bar stripe.
The color palette, inspired by Russell’s roots in university sportswear, is bright and collegiate.
Among the pieces are heavyweight fleece sets, fleece Henley hoodie, heavy AE T-shirt and matching heavyweight jersey shorts, porthole mesh football jersey inspired by an archival Russell piece, and stadium jacket, cardigan and gym-ready accessories.
Retail prices range from $14.95 to $104.95.
Jennifer Foyle, president, executive creative director of American Eagle and Aerie, noted that over the years AE has done extensive work with individual athlete-founded brands and sportswear-inspired brands.
“Our most recent collaboration with Travis Kelce’s sportswear and lifestyle brand, Tru Kolors, was over a year in the making and demonstrates the success of merging sports culture with fashion,” said Foyle. “This new collaboration with Russell Athletic accelerates that — celebrating the heritage and quality of both our brands while leveraging a shared love of sports culture.”
Asked why she selected Russell Athletic as its partner, Foyle said, “I am most excited about the synergy in our brands’ values. Both AE and Russell have an incredible American heritage, commitment to quality, and a genuine connection to sports culture. When you combine Russell’s decades of influence with AE’s strength in fabrication, fit and youth culture, the result feels both nostalgic and new.”
She noted that Russell is the originator of the modern sweatshirt. “They’re a brand with real substance, real history, and real credibility in the worlds our customer cares about: sport, campus culture, and classic American style. Their archive gave us an opportunity to create something authentically rooted in the past, yet built for today’s quiet-comfort moment in fashion. Their iconic American sportswear is unmatched, and this partnership allows us to tap into that authentic nostalgia, while bringing it to Gen Z in a fresh, stylish way.”
For now, they’re only focused on this first collection. “But as with any partnership, we’ll let the customer response guide how it evolves from here,” she said.
When asked what Russell has that AE couldn’t do on its own, Foyle said, “This collaboration is all about harnessing the magic of what happens when two iconic, American brands come together to make something even stronger.”
The collection will be available in more than 500 American Eagle locations and online at ae.com.
As for what Russell got out of the partnership, Scott Daley, senior vice presidents of brands, Fruit of the Loom Inc. (which owns Russell Athletic), said, “Russell Athletic revolutionized athletic wear over a century ago with the invention of the sweatshirt — a tradition of innovation that now meets the future of fashion. The collaboration with American Eagle honors that rich history while bringing it forward for today’s generation.
“Every piece in this collection — sweats, Ts, outerwear, and accessories — draws inspiration from our authentic sports heritage and pairs it with American Eagle’s modern fashion sensibility. It’s a celebration of timeless design, comfort and craftsmanship, reimagined for a new generation of customers,” said Daley.
It’s been a busy fall and holiday season for American Eagle, which has raised its profile with pitchwomen ranging from Sydney Sweeney to Martha Stewart.
For the third quarter ended Nov. 1, American Eagle’s net income rose 6.7 percent to $91.34 million, up from $80 million in the year-ago period. Total revenue grew 6 percent in the third quarter to a record $1.36 billion, driven by a total comparable sales increase of 4 percent. At the American Eagle brand, comparable sales rose 1 percent, as reported.
WWD: American Eagle Outfitters Exceeds Q3 Expectations, Raises Outlook
Results were led by big gains at the Aerie and Offline brands and positively affected by lower costs offsetting higher markdowns and tariff impacts.
With sales momentum continuing, American Eagle Outfitters appears headed for a happy holiday season.
On Tuesday, AEO reported total revenue grew 6 percent in the third quarter to a record $1.36 billion, driven by a total comparable sales increase of 4 percent.
Comparable sales at the Aerie brand rose 11 percent. At the American Eagle brand, comparable sales rose 1 percent. AEO also operates the Offline by Aerie, Todd Snyder and Unsubscribed brands.
Net income rose 6.7 percent to $91.34 million, up from $80 million recorded in the year-ago period.
Gross profit of $552 million rose 5 percent from $527 million last year. The gross margin of 40.5 percent declined 40 basis points from last year. The net tariff impact was $20 million or 150 basis points to gross margin. Higher markdowns were largely offset by positive sales and lower costs, including favorability in freight.
With its sustained momentum, AEO raised its fourth-quarter operating income guidance to $155 million to $160 million on comp sales growth of 8 percent to 9 percent. Previous fourth-quarter guidance of operating income of $125 million to $130 million was based on comparable sales in the low single digits.
The results and the raised guidance motivated Wall Street to push AEO stock up almost 12 percent or over $2 to $23.31 in trading after the market closed Tuesday, reversing a small decline in the stock price earlier in the day.
“I’m extremely pleased with the significant trend change across our business reflecting decisive steps taken from merchandising to marketing to operations — all having a positive impact. Record third-quarter revenue was highlighted by Aerie’s double-digit comparable sales increase and positive growth at American Eagle, contributing to results that exceeded expectations,” commented Jay Schottenstein, executive chairman of the board and chief executive officer.
“Strong momentum has continued into the fourth quarter, including an excellent start to the holiday season,” Schottenstein added. “We delivered a record-breaking Thanksgiving weekend, led by an acceleration in demand across brands and channels and underscored by outstanding growth at Aerie and Offline. We are focused on finishing the season strong and sustaining our success into 2026 and beyond.”
AEO sparked controversy last summer with its ad campaign featuring Sydney Sweeney but the campaign proved to be a major hit with consumers, investors and on social media. Last month the brand named Martha Stewart as its newest face.
In other third-quarter results, total ending inventory increased 11 percent to $891 million with units up 8 percent, reflecting increasing demand, new store openings and improved in-stocks. The inventory cost increase includes the impact of tariffs.
Year-to-date, the company has completed $231 million in share repurchases, all of which occurred in the first half of the fiscal year. This quarter, the company returned $21 million to shareholders via its quarterly cash dividend of 12.5 cents per share, bringing year-to-date cash dividends to $64 million.
Capital expenditures totaled $70 million in the third quarter, bringing year-to-date spend to $202 million. The company continues to expect 2025 capital expenditures to be approximately $275 million.
AEO Inc. Reports Third Quarter Fiscal 2025 Results
AEO Inc. Reports Third Quarter Fiscal 2025 Results Exceeding Expectations; Raises Fourth Quarter Outlook
Total revenue increased 6% to a record $1.4 billion, driven by total comparable sales increase of 4% with positive results across brands
Aerie comps +11%, American Eagle comps +1%
Momentum continues — raises fourth quarter operating income guidance to $155 to $160 million on comp growth of 8% to 9%
December 2, 2025 – PITTSBURGH – (BUSINESS WIRE) – American Eagle Outfitters, Inc. (NYSE: AEO) today announced financial results for the third quarter ended November 1, 2025.
“I’m extremely pleased with the significant trend change across our business reflecting decisive steps taken from merchandising to marketing to operations—all having a positive impact. Record third quarter revenue was highlighted by Aerie’s double-digit comparable sales increase and positive growth at American Eagle, contributing to results that exceeded expectations,” commented Jay Schottenstein, Executive Chairman of the Board and Chief Executive Officer, AEO Inc.
“Strong momentum has continued into the fourth quarter, including an excellent start to the holiday season. We delivered a record-breaking Thanksgiving weekend, led by an acceleration in demand across brands and channels and underscored by outstanding growth at Aerie and Offline. We are focused on finishing the season strong and sustaining our success into 2026 and beyond,” he concluded.
Third Quarter 2025 Results:
Total net revenue of $1.36 billion increased 6% to last year. Total comparable sales increased 4%.
Gross profit of $552 million rose 5% from $527 million last year. The gross margin of 40.5% declined 40 basis points to last year.
The net tariff impact was $20 million or 150 basis points to gross margin. Higher markdowns were largely offset by positive sales and lower costs, including favorability in freight.
Buying, Occupancy and Warehousing (BOW) expenses leveraged 20 basis points due to positive sales.
Selling, general and administrative (SG&A) expense of $386 million increased 10% to a rate of 28.4%. The increase was driven by planned investments in advertising, partially offset by leverage in the balance of the expense base.
Operating profit was $113 million compared to $106 million, or $124 million on an adjusted basis, last year. Operating margin of 8.3% compared to 8.2%, or adjusted operating margin of 9.6%, last year.
Other income of $14 million included a $13 million unrealized gain on an investment previously disclosed.
Diluted earnings per share of $0.53 increased 29% to last year and adjusted diluted earnings per share increased 10%. Average diluted shares outstanding were 173 million.
Inventory
Total ending inventory increased 11% to $891 million with units up 8%, reflecting increasing demand, new store openings and improved in-stocks. The inventory cost increase includes the impact of tariffs.
Shareholder Returns
Year-to-date, the company has completed $231 million in share repurchases, all of which occurred in the first half of the fiscal year. This quarter, the company returned $21 million to shareholders via its quarterly cash dividend of $0.125 per share, bringing year-to-date cash dividends to $64 million.
Capital Expenditures
Capital expenditures totaled $70 million in the third quarter, bringing year-to-date spend to $202 million. The company continues to expect 2025 capital expenditures to be approximately $275 million.
Outlook
Based on stronger sales trends, the company is raising its fourth quarter operating income guidance to $155 to $160 million based on comparable sales in the range of positive 8% to 9% with similar growth for total revenue. Previous fourth quarter guidance of operating income of $125 to $130 million was based on comparable sales in the positive low single digits. For the year, adjusted operating income guidance rises to $303 to $308 million, with comparable sales in the low single digits from prior guidance of adjusted operating income of $255 to $265 million on flat comparable sales.
Fourth Quarter 2025
Fiscal 2025
Comparable Sales
Up 8% to 9%
Low Single Digits
Gross Margin
Down YoY
Down YoY
Net Tariff Impact
Approximately $50 million
Approximately $70 million
SG&A
Dollars up Low to Mid Single Digit
Dollars up Low to Mid Single Digit
Depreciation & Amortization
Approximately $56 million
Approximately $216 million
Operating Income
$155 to $160 million
$303 to $308 million*
Tax Rate
Approximately 28%
Approximately 27%
Weighted Average Share Count
Approximately 173 million
Approximately 174 million
* Excludes impairment and restructuring charges of $17 million recorded in the First Quarter 2025, as disclosed in the Company’s Form 10-Q filed on June 5, 2025.
Webcast and Supplemental Financial Information
Management will host a conference call today at 4:30 p.m. Eastern Time. To access the live webcast and audio replay, please click here. Additionally, a financial results presentation is posted in the Investor Relations section on AEO’s website,www.aeo-inc.com.
* * * *
About American Eagle Outfitters, Inc.
American Eagle Outfitters, Inc. (NYSE: AEO) is a leading global specialty retailer with a portfolio of beloved apparel brands including American Eagle, Aerie, OFFL/NE by Aerie, Todd Snyder and Unsubscribed. Rooted in optimism, inclusivity and authenticity, AEO’s brands empower every customer to celebrate their unique personal style by offering casual, comfortable, timeless outfitting and high-quality products that are made to last.
AEO Inc. operates stores in the United States, Canada and Mexico, with merchandise available in more than 30 countries through a global network of license partners. Additionally, the company operates a robust e-commerce business across its brands. For more information, visit aeo-inc.com.
Non-GAAP Measures
This press release includes operating income and diluted earnings per share presented on an adjusted or “non-GAAP” basis, which are non-GAAP financial measure. Non-GAAP financial measures are not based on any standardized methodology prescribed by U.S. generally accepted accounting principles (GAAP) and are not necessarily comparable to similar measures presented by other companies. Non-GAAP information is provided as a supplement to, not as a substitute for, or as superior to, measures of financial performance prepared in accordance with GAAP. We believe that this non-GAAP information is useful as an additional means for investors to evaluate our operating performance when reviewed in conjunction with our GAAP Consolidated Financial Statements and provides a higher degree of transparency. These amounts are not determined in accordance with GAAP and, therefore, should not be used exclusively in evaluating our business and operations. The table included in this release reconciles the GAAP financial measures to the non-GAAP financial measures discussed above for the 13 weeks ended November 2, 2024. The company is not able to provide a quantitative reconciliation of forward-looking adjusted operating income to the most directly comparable forward-looking GAAP financial measure because the Company is unable to provide a meaningful or accurate reconciliation or estimation of certain reconciling items without unreasonable effort, due to the inherent difficulty in forecasting and quantifying measures that are necessary for such reconciliation.
SAFE HARBOR STATEMENT UNDER THE PRIVATE SECURITIES LITIGATION REFORM ACT OF 1995
This release and related statements by management contain forward-looking statements (as such term is defined in the Private Securities Litigation Reform Act of 1995), which represent management’s expectations or beliefs concerning future events, including, without limitation, the results for fourth quarter and annual fiscal 2025. Words such as “outlook,” “estimate,” “project,” “plan,” “believe,” “expect,” “anticipate,” “intend,” “may,” “potential,” and similar expressions may identify forward-looking statements, although not all forward-looking statements contain these identifying words. All forward-looking statements made by the company are inherently uncertain because they are based on assumptions and expectations concerning future events and are subject to change based on many important factors, some of which may be beyond the company’s control. Except as may be required by applicable law, we undertake no obligation to publicly update or revise any forward-looking statements whether as a result of new information, future events or otherwise and even if experience or future changes make it clear that any projected results expressed or implied therein will not be realized. The following factors, in addition to the risks disclosed in Item 1A., Risk Factors, of our Annual Report on Form 10-K for the fiscal year ended February 1, 2025 and in any other filings that we may make with the Securities and Exchange Commission, in some cases have affected, and in the future could affect, the company’s financial performance and could cause actual results to differ materially from those expressed or implied in any of the forward-looking statements included in this release or otherwise made by management: the risk that the company’s operating, financial and capital plans may not be achieved; our inability to anticipate fluctuations in customer demand and respond to changing consumer preferences and fashion trends and to manage our inventory commensurately; the seasonality of our business; our inability to achieve planned store financial performance; our inability to react to raw material cost, labor and energy cost increases; our inability to gain market share in the face of declining shopping center traffic or attract customers to our stores; our inability to respond to changes in e-commerce and leverage omni-channel capabilities; our inability to execute on our key business priorities; our inability to expand internationally; difficulty with our international merchandise sourcing strategies; the impact that import tariffs and other trade restrictions imposed by the U.S., China or other countries have had, and may continue to have, on our product costs, as well as continued uncertainties with tariffs and other trade restrictions; the possibility that product costs may be affected by other foreign trade issues, such as currency exchange rate fluctuations, increasing prices for raw materials, supply chain issues, political instability or other reasons; challenges with information technology systems, including safeguarding against security breaches; changes to U.S. or other countries’ trade policies and tariff and import/export regulations, including, without limitation, uncertainty with respect to the U.S./China trade agreement; and global economic, public health, social, political and financial conditions, and the resulting impact on consumer confidence and consumer spending, as well as other changes in consumer discretionary spending habits, which could have a material adverse effect on our business, results of operations and liquidity.
The use of the “company,” “AEO,” “we,” “us,” and “our” in this release refers to American Eagle Outfitters, Inc.
Adweek: Aerie Rejects AI in Ads, Vowing to Stay ‘100% Real’
CMO Stacey McCormick says this continues the brand’s no-retouching pledge
Aerie is the latest brand to take a stand against AI in its advertising, pledging never to use the technology to create images of people or bodies in its campaigns.
Today, the clothing brand owned by American Eagle Outfitters launched ads across social media promising to remain “100% Aerie real.”
The pledge is a follow-up to the brand’s 2014 #AerieReal campaign, in which it vowed to stop retouching people and bodies in its campaigns. This promise now extends to generative AI, which has seen explosive growth across industries including advertising since the introduction of ChatGPT in November 2022.
Aerie will also require its partners and creators to make the same promise, chief marketing officer (CMO) Stacey McCormick told ADWEEK.
“For us it’s a no-brainer. For the past 10 years it’s been in everything we do,” McCormick said. “We started to get a sense of AI coming into retail and marketing, and as it becomes more prevalent, we wanted to put it out there and hopefully inspire others in the industry along the way.”
The commitment refers not only to how it represents people in ads but also to the fact that it relies on humans to make the work, McCormick added.
“We’re also noticing it affecting the craft itself, like the art of photography. Those things we want to protect in a big way and create those moments and experiences, whether in real life or a photo shoot,” she said. “Making sure people know that real people made this is just as important.”
Consumers want real
McCormick did not completely rule out the use of AI across the business, saying it was a helpful tool in behind-the-scenes work or to make processes more efficient.
“But it doesn’t have a place for us with generative AI modifying bodies. Nothing at that level will ever be used in our campaigns,” she said.
Aerie follows in the footsteps of Dove, which said last year that it would never use AI-generated imagery to represent “real bodies” in its advertising.
Over the past few years, numerous brands, from Coca-Cola to H&M to Heinz, have boasted about using generative AI to create advertising. However, some of those campaigns have been met with backlash from consumers who criticized the work for eroding human craft and connection.
Brands like Lego have since apologized for their use of generative AI in certain cases.
“We want to make sure we’re transparent and customers know this is what we stand for,” McCormick said. “Consumers expect real people modeling real products.”
The Wall Street Journal: ‘You Can’t Run From Fear’ American Eagle’s CEO on the Sydney Sweeney Uproar
Jay Schottenstein, company’s 71-year-old chief, has an uncanny ability to discern what young shoppers want.
American Eagle Outfitters’ chief executive had a message for staff when a Sydney Sweeney ad campaign blew up the internet: Hold tight.
He instructed executives to stay calm and directed employees not to comment on the ads. He put a small team in charge of monitoring social-media posts and hired a firm to poll customers. The company didn’t pull any of the ads.
A one-day pop-up for the AE x Tru Kolors by Travis Kelce line will be installed at Blip Coffee Roasters in Kansas City.
American Eagle Outfitters has partnered with a number of collaborators over the years, but its newly launched deal with Travis Kelce was head and shoulders above the rest.
At the end of last month, the retailer revealed that it had brought the NFL player — and fiancé of Taylor Swift — on board as creative director of AE x Tru Kolors by Travis Kelce, a limited-edition partnership with his Tru Kolors lifestyle brand.
When the menswear collection hit, it drove three times more sales in a single day than past collaborations did in a week, and it attracted 15 times more web traffic than core AE men’s products, according to Craig Brommers, chief marketing officer of American Eagle. Hero products such as the barn jacket drew 14,000 visits and topped the men’s web traffic, and multiple items sold out online.
“After over one year of strategic planning, AE x TK by Travis Kelce did not just launch in late August but completely dominated,” he said, adding that every one of the top 25 most viewed men’s styles in the first week after the launch were from this collection.
“We are in the heart of the holiday season now, and we’ve expanded beyond the initial drop with new rugby styles, fresh Ts, flannels, outerwear, and some incredible statement sweaters,” Brommers said. “We have also introduced denim into this delivery, taking what American Eagle does best, premium denim, and combining it with signature style cues from Travis and his team, in order to make the style unmistakably his. The result is this perfectly relaxed trouser, a fresh silhouette from the brand, and the perfect combination of our denim expertise mixed with Travis’ aesthetic.”
The second collection will debut on Wednesday, and fans in Kansas City will be able to shop it at a one-day-only pop-up on Saturday. The installation will be at Blip Coffee Roasters where customers will find exclusive merchandise, limited-edition giveaways and a live DJ.
Kelce is tight end for the Kansas City Chiefs who will be playing the Baltimore Ravens the next day.
Brommers said Kansas City was “the obvious choice” for the pop-up. “It’s home for Travis, and the city is woven into everything he represents. We wanted to celebrate the launch of the collaboration in a way that feels personal and important to him, with the community that loves him so much. Blip Coffee Roasters is already a beloved local hot spot, so transforming it into our community hub for the day felt authentic and right. We are creating this immersive experience where fans can discover the collection while blending fashion and fandom to showcase what our two brands do best.”
This is not the first local activation American Eagle has done. In both Austin and Nashville, the company installed successful denim pop-ups to market its jeans. “We have learned that hyper-local, immersive activations allow us to create genuine connections with our consumers, giving us direct touchpoints with people that you cannot replicate online,” Brommers said. “As we move through fall and into the holiday season, and looking ahead to next year, you’ll see American Eagle continuing to show up authentically in the spaces our customers already love — whether that’s sports, entertainment or music. It’s all about meeting Gen Z where they naturally spend their time, creating moments that feel unexpected and genuinely fun. That’s how we stay relevant and build lasting relationships with our community.”
