Following the recent buzz around American Eagle Outfitters Inc. and Sydney Sweeney, the company has signed Travis Kelce as its new ambassador.
Kelce’s brand, AE x Tru Kolors, has launched a collaboration with American Eagle, featuring t-shirts, sweatshirts, sweatpants, and trousers branded with the Kansas City Chiefs star’s label.
American Eagle’s shares surged 6.1% in New York trading on Wednesday, after a 27% decline for the year up to Tuesday’s close, while the S&P Small Cap 600 Index rose 1.9% in the same timeframe.
This collaboration comes on the heels of Kelce’s high-profile engagement to pop star and billionaire Taylor Swift.
Earlier this summer, American Eagle faced backlash over its “great jeans” AE campaign with Sydney Sweeney, which drew criticism for references to eugenics. President Donald Trump praised the campaign on Truth Social, calling it the “HOTTEST ad out there.” The retailer is now focusing on new campaigns and collaborations to boost sales, which have decreased year-over-year for the past three quarters.
American Eagle stated that this partnership has been in development for over a year, with marketing featuring other athletes like quarterback Drew Allar, gymnast Suni Lee, and basketball player Azzi Fudd.
The retailer will announce its second-quarter earnings next week.
Images Courtesy of American Eagle
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