Weather 
Sydney Sweeney just dropped a fresh ad for American Eagle — and it gave a rise to the teen retailer’s shares.
The company’s stock soared 7% on Wednesday — recently trading north of $19 — after it renewed its tie-up with the “Euphoria” star with a new blitz for denim shorts — headlining it “Syd for Short”.
“What brand am I wearing?” Sweeney quizzes in the new campaign video — a 15-second, rapid-fire montage that shows her posing in assorted shorts and skimpy cutoffs against beach backdrops.
“Yeah, that one.”
American Eagle originally hooked up with Sweeney last July in a buzzworthy blitz called “Great Jeans” – sparking a rally that had more doubled the stock by the holidays. The company said the campaign brought in a million new customers.
Since then, the stock has taken a breather, down 27% year-to-date ahead of yesterday’s reveal.
Last summer’s campaign became a political football with some critics calling it “Nazi propaganda.”
“Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue,” the blonde, blue-eyed starlet said in a video for last year’s campaign.
President Trump weighed in last year saying, “If Sydney Sweeney is a registered Republican, I think her ad is fantastic.”
American Eagle said last year that the Sweeney collaboration sold out in a week, with some items gone in a day. It racked up more than 150 million social media views, transforming the aging brand into an edgy social media phenomenon.
“From the free-spirits of the 1970s to the trendsetters of today, jean shorts have been the highlight of summer fashion for generations and no one perfects the warm-weather style like American Eagle,” Jennifer Foyle, President and Executive Creative Director, said in a statement.
The 49-year-old brand signed a bevy of other celebrities after the Sydney Sweeney bonanza, including domestic diva, Martha Stewart and NFL star Travis Kelce.
