Sydney Sweeney ‘s “good jeans” marketing campaign for American Eagle , and the buzzy news cycle that followed, did the job for the clothing brand, underscoring how celebrity-led marketing efforts can still have a major impact.

The company crushed Wall Street estimates for its second quarter on Wednesday, with CEO Jay Schottenstein citing “the success of recent marketing campaigns with Sydney Sweeney and Travis Kelce ” as a big reason why, generating some 40 billion impressions and a “meaningful improvement in the business.”

American Eagle stock soared 25 percent after hours on the earnings report.

Sydney Sweeney ‘s “good jeans” marketing campaign for American Eagle , and the buzzy news cycle that followed, did the job for the clothing brand, underscoring how celebrity-led market

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