American Eagle Outfitters forecast third-quarter comparable sales above expectations on Wednesday, signaling a demand boost in the fall season from its Sydney Sweeney and Travis Kelce partnerships.

Its shares surged 25% after the bell as the company hailed the controversial “Great Jeans” campaign with actress Sydney Sweeney, which included a fall denim collection, as a success.

“The campaign has generated unprecedented new customer acquisition,” chief marketing officer Craig Brommers said in a post-earnings call.

American Eagle also tied up with National Football League player Travis Kelce’s clothing brand Tru Kolors for a limited edition apparel lineup, creating buzz among shoppers as the news followed Kelce’s engagement to pop star Taylor Swift.

It had previously entered into partner

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