By: Evan Clark | Link to article

Pugliese’s appointment brings the number of directors at the company to eight.

American Eagle Outfitters Inc. named Stephanie Pugliese, a veteran of Under Armour Inc. and Duluth Holdings, to its board of directors, starting Thursday.  

Pugliese, who is an independent director, increases the retailer’s board to eight members, seven of whom are independent. 

Jay Schottenstein, the company’s executive chairman and chief executive officer, said: “With over three decades of brand-building experience as an executive leader and board member across a number of enduring businesses, Stephanie is a proven strategist, operator and adviser.

“Her passion for innovation and ability to build highly successful consumer-centric omnichannel brands will be invaluable as we execute on our powering profitable growth plan and driving long-term shareholder returns,” Schottenstein said.

Pugliese was president of the Americas at Under Armour from 2019 to 2023 and, before that, spent 11 years at Duluth, a period where she rose to become president and CEO and took the company public. Earlier in her career, she worked at Lands’ End Inc. and Ann Inc.

She also sits on the boards of Fortune Brands Innovations and Cooper’s Hawk Winery and Restaurants and on the advisory board of the Women in Retail Leadership Circle.

Pugliese joins just as the company, which counts American Eagle and Aerie as its largest businesses, sets out to add more than $700 million in sales over the next three years to hit a $6 billion annual top line.

The strategy showed some signs of gaining traction in the first quarter when revenues grew 6 percent to $1.1 billion. 

Jennifer Foyle, president and executive creative director of AE and Aerie, told WWD at the time: “There are two different stories here. We have been repositioning the brands, amplifying American Eagle as well as Aerie. Both brands exceeded expectations….There’s been nice growth in new customers and in reengaging customers, particularly on the AE side.”

PITTSBURGH — (BUSINESS WIRE) – American Eagle Outfitters, Inc. (NYSE: AEO) today announced the appointment of Stephanie Pugliese to the company’s Board of Directors, as an independent director, effective August 1, 2024. This new appointment builds on the board’s extensive experience, strategic expertise and diversity of backgrounds and thought. The addition of Ms. Pugliese increases AEO’s board to eight directors, seven of whom are independent.

“I am incredibly excited to welcome Stephanie to AEO’s Board to Directors. With over three decades of brand-building experience as an executive leader and board member across a number of enduring businesses, Stephanie is a proven strategist, operator and adviser,” commented Jay Schottenstein, AEO’s Executive Chairman of the Board and Chief Executive Officer. “Stephanie’s appointment further augments what is already a highly qualified, world-class Board of Directors. Her passion for innovation and ability to build highly-successful consumer-centric omni-channel brands will be invaluable as we execute on our powering profitable growth plan and driving long-term shareholder returns.”

Ms. Pugliese served as President of the Americas at Under Armour Inc. from 2019 to 2023. Prior to that, she spent eleven years at Duluth Holdings, most recently serving as President and Chief Executive Officer and a Board Member from 2015 to 2019. She led Duluth Holdings through its initial public offering in 2015. Leading up to this role, Ms. Pugliese held executive and senior positions across various functions at the company as President and Chief Operating Officer, President and Chief Merchandising Officer, Senior Vice President and Chief Merchandising Officer and Vice President of Product Development and Merchandising. She spent her early career as a Vice President and General Merchandise Manager at Lands’ End, Inc., and Vice President of Merchandising at Ann Inc.

Ms. Pugliese currently serves as an independent Board member of Fortune Brands Innovations and Cooper’s Hawk Winery and Restaurants. She also serves on the Advisory Board of the Women in Retail Leadership Circle.

Ms. Pugliese holds a Bachelor of Science degree in Business from New York University Stern School of Business.

For more information about AEO’s Board of Directors, please visit http://www.aeo-inc.com.

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About American Eagle Outfitters, Inc.
American Eagle Outfitters, Inc. (NYSE: AEO) is a leading global specialty retailer offering high-quality, on-trend clothing, accessories and personal care products at affordable prices under its American Eagle® and Aerie® brands. Our purpose is to show the world that there’s REAL power in the optimism of youth. The company operates stores in the United States, Canada, Mexico and Hong Kong and ships to approximately 80 countries worldwide through its websites. American Eagle and Aerie merchandise also is available at more than 300 international locations operated by licensees in approximately 30 countries. To learn more about AEO and the company’s commitment to Planet, People and Practices, please visit http://www.aeo-inc.com.

By: Zofia Zwieglinska | Link to article

On Thursday, American Eagle Outfitters launched the “Live Your Life” back-to-school campaign, targeting Gen Z through a mix of co-creation, omnichannel strategies and surprise activations for back-to-school. The campaign assets feature athletes Coco Gauff and Trevor Lawrence, and actresses Kristine Froseth and Nikki Rodriguez.

For Gauff, the U.S. Open champion and the world’s No. 2 singles tennis player, “Live Your Life” marks her second campaign with American Eagle. In addition, she’ll debut a product collaboration with the brand, dubbed Coco Gauff x American Eagle, on August 15. The collab will feature three tops, a denim skirt, jeans and a denim jacket featuring Gauff’s iconic U.S Open quote, “Thank you to the people who didn’t believe in me.” The pieces will sell for $35-$90.

American Eagle has trademarked the tagline “Live Your Life,” in an effort to replicate the success of “Just Do It” for Nike and “My Calvins” for Calvin Klein. The campaign, which will roll out over the next three months, will feature a mix of traditional and digital media, including TikTok, Instagram and Snapchat ads. It will also involve over 200 VIP and influencer creators capturing moments that are important to them, with AE providing the cameras. Participants include actress Amybeth McNulty (7 million Instagram followers), actress AnnaSophia Robb (1 million followers) and actor Christopher Briney (3 million followers). The brand’s socials typically feature about 60% UGC.

In addition, the campaign will include immersive experiences in NYC, guerilla-style marketing with video projections, 3D billboards, and wild postings across the U.S.

Finally, American Eagle will host multiple global activations tied to sport and campus life, which will run beyond the initial three-month campaign period, through next spring. “Live Your Life” marks the largest campaign, based on investment, since CMO Craig Brommers joined the team in 2020. 

American Eagle’s back-to-school offerings include high-rise stovepipe jeans, barrel and baggy wide-leg jeans, cargo trousers and graphic sweatshirts for women. For men, there are sweater polos, oversized graphic tees, carpenter and athletic straight jeans, and classic hoodies.

“The idea of human-to-human connection and reconnecting with people and the environment around them was a new insight,” said Brommers. Ahead of the campaign, AE compiled feedback from 760 Gen Zers about what type of brand positioning they wanted to see from the brand. “While Gen Z is heavily engaged with social media, they [have communicated] they’re social creatures who crave real-world interactions. This insight will shape how we launch this brand platform and our marketing efforts in the coming years.”

Brommers emphasized the significance of the campaign’s co-creation aspect, referencing the disposable camera gifting. Popular in the ’90s, disposable cameras have found new relevance among Gen Z over the last couple of years, according to The New York Times. 

“While the brand should create inspirational and aspirational content, we’ve seen that real people’s real content performs better,” said Brommers.

He added, “Gen Z is into everything, including television, streaming and music. So we need to represent all modes of communication and content. … We’ve focused on being social-first and digital-first for many years, but what’s inspiring now is the ability to be disruptive and surprising. If you’re not, you won’t capture the attention span of younger generations.”

Use of the “Live Your Life” phrase marks a revival — it was American Eagle’s first tagline, 20 years ago. American Eagle Outfitters reported a first-quarter 2024 net revenue of $1.1 billion, marking a 6% increase compared to the previous year. During this period, store revenue rose by 4%, while digital revenue saw a significant increase of 12% year-on-year.

By: Pat Benson | Link to article

Trevor Lawrence discusses his role in American Eagle’s Live Your Life campaign.

At just 24 years old, Trevor Lawrence maintains a veteran-level coolness that belies his youthful age. The Jacksonville Jaguars quarterback is both laid-back and laser-focused. Face of a franchise and long-haired country boy. Relentlessly authentic. The perfect partner for American Eagle.

Heading into the fall, American Eagle (AE) is launching its Live Your Life brand platform. The three-word call to action encourages today’s digital generation to enjoy the world around them through optimism, culture, and connection with themselves and others. 

Live Your Life was first debuted by the AE brand 20 years ago, and today, it bears even more meaning. It is the anthem that inspires AE’s newest generation of customers to do the things they love in the clothes that make them happy. 

AE has enlisted athletes and celebrities like Lawrence, Coco Gauff, Kristine Froseth, and Nikki Rodriguez to headline the campaign. As part of the exciting announcement, Sports Illustrated spoke with Lawrence about his affinity for the brand, sartorial style, and goals for the upcoming NFL season.

How long have you been working with American Eagle on the campaign?

“We have been working on the fall campaign for a few months and shot the photos about six weeks ago. It’s been for the ‘Live Your Life’ campaign, and everything has gone really smoothly. I’m really excited to be a part of it. I love American Eagle’s clothes. I’ve known about them since I was a kid, and to be a part of this upcoming campaign is really cool. I’m really excited about it.”

What made American Eagle feel like the right brand to partner with?

“Yeah, I’ve liked them since I was a kid. Obviously, it’s changed a lot over the years, and I feel like they have revamped the brand a little bit recently. Some of the new stuff they have is awesome, and it fits my style really well. I wear a lot of simple and neutral colors. I like that it’s relatively affordable for people to purchase. I know as a kid, my friends and I had a lot of their stuff.

Obviously, the messaging aspect of “Live Your Life” is encouraging people to live their lives to the fullest. The way I see it is to take ownership of their life and not to compare too much to anyone else. Do what you love and do what you’re passionate about. I think that alongside with their clothes and the people, it all fit pretty well.”

What are you most excited about for the upcoming collection?

“Oh, man. They have a lot of good stuff. But I do like the carpenter pants. The looser-fitting pants.”

You and your wife are expecting your first child. How will fatherhood impact your fashion style?

“Thank you (laughs). I guess I can have more of a dad style because I will be a dad. I kind of like the loose fit. That’s been a trend for the past few years. I don’t know if it will change too much. But my wife, Marissa, and I are very excited about our first kid in January, a baby girl.”

What fashion advice would you offer other NFL players?

“I don’t know if I should be the one offering it. There are some guys who have pretty good fashion sense. Mine is really simple, and there are guys who really go out there more than I do. I like to just be comfortable, loose clothing, and neutral colors. I don’t like super graphic T-shirts or pants. I’m pretty basic and wear similar stuff a lot. I like stuff that I can wear with anything, so I don’t have to get a bunch of new clothes all the time.”

Switching gears, what sneakers are you wearing off the field this summer?

“Yeah, I’m an adidas guy. I’ve always liked the Stan Smiths. I’ve been wearing those a lot, including the high-top version. The Ultraboosts are great for walking around and working out. I liked the Yeezyz for a while. That’s probably not appropriate to say now with all the stuff that’s been going on. But I don’t wear those much anymore. Honestly, I kind of fazed out of them in general. Not just because of that.”

Last question: what are your individual and team goals for the upcoming season?

“The team goal is always to win a Super Bowl. I don’t want to beat around the bush too much with that one. That’s why you play. At this point, we’ve won a Playoff game; we know what that feels like. We’ve been kind of close to having an opportunity to make it there, and we want to do that.

So, obviously, win a Super Bowl. But it starts with training camp. It starts with one game at a time, and you can’t get too far ahead of yourself. I’m just excited about training camp to build chemistry with the team and put ourselves in an opportunity to win a lot of games, so we do have the opportunity to make the Playoffs, host some games, make the Super Bowl, and win one.

Individually, I’ve said it a few times. I’m not a huge stat guy. We’ve kind of made some QB stats in our room this year as goals. But I’ve just never been big on that. My whole career is, I don’t know, it just never sat right with me putting that out there. Because it takes something different ever week, it’s not always what you expect, so I don’t like to put a number on it. The success of the team is how I judge my season.

As a quarterback, to be well-over 4,000 yards, mid-to-high 30s in touchdowns, have less than 10 interceptions are basic things I would like to have when I start the season. I’d like to play every game. Just being out there and being healthy is huge, which is one thing I want to do a little bit better.

You don’t control all that, but right now, I’m just getting my body in the right shape so I can go a full season and avoid some injuries. Those are my goals.”

By: Jane Hanson | Link to article

As tennis phenom Coco Gauff becomes the first tennis player and youngest athlete to ever carry the flag for Team USA at an Olympics, and as we reach gender parity at the Olympic games for the first time, it’s clear that female athletes are breaking barriers in sports.

And in the marketing world.

Gauff, the 20-year-old reigning US Open Champion, was also revealed this week as one of the faces of American Eagle’s newest campaign, Live Your Life. And last month Olympic gymnast Jordan Chiles partnered with Milani Cosmetics to promote the brand’s Make It Last setting spray. By celebrating and elevating the stories of athletes like Gauff and Chiles, brands now have an unparalleled chance to forge new, authentic connections with consumers. And in the world of brand marketing, authenticity is the new currency.

A Full Court Press on Female Athletes

Women’s sports are on fire.

According to recent data, viewership of women’s sports, like tennis, basketball and golf, is exploding. And younger, social media-savvy athletes like Gauff and Chiles have amassed huge social media followings with highly engaged fan bases.

In a long overdue leveling up, brands in industries seemingly unconnected to sports are now partnering with female athletes, tapping into their compelling stories and storytelling to connect with consumers — and drive engagement, loyalty and sales.

A New Kind of Influencer

The “pay per shout-out” influencer strategy has lost its impact, particularly among younger consumers, says Stacey Hawes. The Chief Performance and Data Officer at marketing agency MERGE recently completed a broad study around what drives Gen Z purchase decisions.

The study revealed that while Gen Z consumers are significantly influenced by brands advertising or collaborating at in-person events, and a large number are willing to spend a significant percentage of their total earnings on event-related purchases, brands must approach this younger consumer differently. “Gen Z is more thoughtful and less impulsive in how they buy,” says Hawes. “You can get into their wallets, but they have to be influenced. And they’re not being influenced any longer by celebrities like they once were. They’re being influenced by people they admire.”

In other words, by athletes.

Inspiring Consumers

Brand deals with female athletes are on the rise. Gymnast Simone Biles, for example, was recently named the newest partner on Eli Lilly’s Mounjaro campaign and Olympic hurdler Anna Cockrell just became the first female athlete on Lowe’s endorsement roster. And then there’s Coco.

“We wanted to partner with Coco because she is someone who really exemplifies the spirit of ‘Live Your Life’ in every way possible,” says Craig Brommers, Chief Marketing Officer – AE.

“Coco is a great example of Gen Z,” says Brommers. “She is achieving so much greatness on the court, but she is also emerging as a fashion icon, she is a business enterprise, and she is making an impact with the causes she has spoken out for.”

Milani, the cosmetics brand known for its affordable, inclusive beauty products, has similarly embraced the power of female athleticism to tell its story in a new campaign called “Face Set. Mind Set.”

The brand’s new campaign, which promotes the brand’s Make It Last setting spray, features four Milani customers — who also happen to be rockstar athletes: gymnast Chiles, WNBA player Sabrina Ionescu, volleyball star Chiaka Ogbogu and weightlifter Mattie Rogers (all but Rogers are competing in this summer’s Olympic Games.)

Both Milani and American Eagle are tapping into their star athletes’ status, loyal fanbases and compelling storytelling to share their brand’s message.

Milani’s new campaign leans into the cultural shift of women wearing makeup while playing sports and exercising. The athletes’ social content tells the story that beauty and strength are not mutually exclusive and that setting your face frees you to set your mind. “When your face is set, you’re ready to face whatever it is you do with more power, with more grace, and importantly, with more confidence,” says Mary van Praag, the brand’s CEO.

AE’s campaign includes an image of Gauff in a denim tennis outfit. The image conveys the campaign’s call to action to the brand’s newest generation of customers – to do the things they love to do in the clothes that make them happy. The outfit is from the brand’s new collaboration, Coco Gauff x American Eagle, which will launch August 15th at the US Open.

Secrets to Success

Brommers says female athletes are an important part of AE’s marketing mix. While influencers can at times be one dimensional, he believes “female athletes are multidimensional and that’s why they’re so compelling in terms of partnering with brands.”

What else leads to a successful brand partnership with female athletes?

Storytelling

The best brands are the best storytellers, according to Brommers. And the best storytellers are the female athletes. “When we work with athletes, their performance on the court or field is important. But our customers are more interested in what they’re doing off the field of competition,” he says. “And that’s why people are interested in their fashion, their perseverance, their discipline.”

“Our athletes all have personal stories behind them,” agrees van Praag. “Our customers want to know what they went through, how they trained and how they got to where they are?”

Shared Values

Authentic connection between a brand’s customers and athletes derives, in part, from shared values, says Hawes. “These female athletes are promoting the things Gen Z cares about, like positivity, body image and wellness.” Van Praag sees similar value in her athletes. “By partnering with athletes, consumers associate our campaign with health and wellbeing.”

Many female athletes use their platform to speak out for causes, and that resonates with consumers who share those values. Gauff, for example, has spoken out publicly about social justice reform, food insecurity and LGBTQ+ rights.

IRL Events

“We’ve received very consistent feedback from millennials, Gen Z and Gen Alpha,” says Brommers. “One thing that emerged that is new is the desire for human-to-human connection.” And brands must show up where their customers are. IRL events, where consumers meet brand partners, connect with other brand enthusiasts and touch products, are an important part of all brands’/athletes’ marketing playbooks.

Milani recently hosted an in-person “training camp” event in Los Angeles. Brand enthusiasts were encouraged to show up, run a “low key” obstacle course and take home free setting spray. American Eagle promises in-store events, pop-ups and surprise events around its “Live Your Life” campaign.

The Business of Female Athletes

Working with female athletes is more than just fair play.

“There were moments in the last 25 years or so that working with female athletes was a feel-good moment,” shares Brommers. But now, he says, it’s about driving business impact. “When we look at the influencers, celebrities and athletes we work with, female athletes are some of our best performers.”

Livvy Dunne, the Louisiana State University gymnast who rose to fame on TikTok and Instagram, is another example of a strategic female athlete partnership that paid off in spades for the retailer. “She was one of the first athletes we worked with in the NIL (name, image and likeness) space,” says Brommers. “When she wore a specific American Eagle jean in any social content, we’d see an immediate pop in sales.”

As more women engage in and watch sports, the influence and visibility of female athletes grows. As these women have proven to be powerful influencers and authentic storytellers, this is creating a significant new opportunity for brands.

By: Lisa Lockwood | Link to article

Gauff will also introduce her first clothing line, Coco Gauff x American Eagle.

American Eagle has introduced a brand platform — Live Your Life — that coincides with the launch of its fall campaign headlined by U.S. Open tennis champion Coco Gauff, who will also debut her first collection with the brand, and others.

The campaign also features quarterback Trevor Lawrence of the Jacksonville Jaguars, and actors Kristine Froseth (“The Buccaneers”) and Nikki Rodriguez (“My Life With the Walter Boys.”)

Live Your LIfe was first introduced by the AE brand 20 years ago, and the company believes the phrase has even more meaning today with a new generation of customers.

“We’ve been doing some deep research on Gen Z and Millennials and understanding what our brand means to them. We’re going to be using three words that we actually own, ‘Live Your Life,’ that encapsulates the mindset of our customer base right now,” said Craig Brommers, chief marketing officer of American Eagle, in an interview.

He said whether that’s travel, style, a Taylor Swift concert or a community impact project, “there’s this desire to get out there and live your life,” he said. “I always say that back-to-school is American Eagle’s Super Bowl. This is the Super Bowl on steroids,” said Brommers, who said the campaign’s talent is filled with people who bring “something new to the stage.”

“Coco Gauff, already a tennis icon, is someone who exemplifies that entrepreneurial hustle of Gen Z, with her business interests, with her community impact and her sense of style as well. Coco will be featured in all aspects of the campaign — video, still, outdoor, activations.”

He said whether that’s travel, style, a Taylor Swift concert or a community impact project, “there’s this desire to get out there and live your life,” he said. “I always say that back-to-school is American Eagle’s Super Bowl. This is the Super Bowl on steroids,” said Brommers, who said the campaign’s talent is filled with people who bring “something new to the stage.”

“Coco Gauff, already a tennis icon, is someone who exemplifies that entrepreneurial hustle of Gen Z, with her business interests, with her community impact and her sense of style as well. Coco will be featured in all aspects of the campaign — video, still, outdoor, activations.”

AE is also featuring Lawrence, an NFL quarterback. “I don’t know if it’s the Taylor Swift effect or the [Travis] Kelce effect, the NFL is obviously at an all-time high and sports is certainly one of the passions of our customer base. Having Trevor participate in our campaign really brings a lot of relevance to America’s most popular sport,” Brommers said.

“These four will also help us launch the campaign and launch the Live Your Life mindset,” Brommers said. AE will also feature influencers and their customer base to get the “Live Your Life” message out, he said.

The brand will partner with Life on Film and more than 200 celebrities, such as AnnaSophia Robb, Chris Briney and Jonathan Daviss, to capture how they live their lives with images from disposable cameras that will be edited into a video montage and shared across their owned social channels.

AE will also show up at college football games this fall and plans 3D billboards and partnerships with Gen Z-focused social platforms. In a guerrilla marketing effort, AE will also have custom videos projected on AE stores where customers will be invited to be part of the campaign.

Brommers said the multimedia campaign was shot in various locations, with most of it done in Florida.

He anticipates the 3D billboards will feel disruptive. “We’re really about disruption at this point, and American Eagle and this ‘Live Your Life’ phrase is everywhere.”

Brommers said this back-to-school campaign is the most American Eagle has ever spent on a campaign, although he declined to reveal the ad budget. “We’re still in a nice denim trend cycle, and we’ve had really nice positive comps, and we’re excited to talk about some of the emerging trends that will be popular in this fall season,” he said.

In the first quarter ended May 4, revenues at the American Eagle division of American Eagle Outfitters rose 8 percent to $725 million, with comp sales growing 7 percent. 

Jennifer Foyle, president and executive creative director, American Eagle and Aerie, said the fall collection “showcases our dominance as the go-to-denim destination. Designed to inspire customers to live their lives, our classic silhouettes are paired alongside the hottest trends with Stovepipe, Barrel and Baggy Wide Leg jeans to deliver so much newness to curate your fall look.

“The big thing is look for surprise moments where AE will show up in unexpected places. One thing that we’ve been excited by is these moments where people will say, ‘I can’t believe AE pulled that off.’”

The company’s 846 stores in the U.S. play a pivotal role in its success.

“Physical stores have been so important to this resurgence of our customer base, especially Gen Z and Millennials wanting to get back into physical stores,” Brommers said.