How did Sydney Sweeney spark off a Meme Stock frenzy as American Eagle shares soar
Sydney Sweeney
, widely recognized for her roles in "Euphoria" and "Anyone But You," has unexpectedly ignited a fresh surge in
meme stock
trading, with
American Eagle
Outfitters becoming the latest beneficiary. Following the announcement that Sweeney would headline the brand's fall marketing campaign, shares of American Eagle jumped over 9% in midday trading Thursday, later spiking more than 17% in after-hours trading.
A Meme Stock Reawakens
With over 13% of its shares currently sold short, American Eagle's stock characteristics fit the profile that typically attracts social media-fueled retail investor frenzies. This high short interest, combined with a well-known retail name and a celebrity endorsement, made it ripe for a meme stock rally.
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Enthusiasm around Sweeney's campaign began trending on platforms like Reddit's WallStreetBets and Stocktwits, with several NSFW but energetic reactions underlining her star power. Traders cited the announcement as a trigger for piling into the stock, recalling similar speculative waves seen during the height of meme stock mania in 2021.
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Sydney Sweeney's Impact: 'She Brings the Allure'
American Eagle's fall campaign, set to launch later this year, will spotlight its denim collection — with Sweeney as the face of the brand. The campaign's theme, 'Sydney Sweeney Has Great Jeans,' includes 3D billboard activations, interactive Snapchat lenses, and AI-powered virtual try-ons for shoppers.
"She brings the allure," said Jennifer Foyle, American Eagle's president and creative director. 'We add the flawless wardrobe for the winning combo of ease, attitude and a little mischief.' According to the company, jackets and jeans designed with Sweeney in mind will also be rolled out during the campaign.
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Sweeney, in a statement, expressed her deep connection with the brand, noting, 'They have literally been there with me through every version of myself.'
Social Media Buzz Lifts AEO
Sweeney's alignment with American Eagle appears to have galvanized
retail investors
, some of whom have compared the event to earlier meme stock moments. Comments on WallStreetBets suggest that Sweeney's involvement was 'the only DD (due diligence) needed' to invest. As a result, American Eagle became the fifth-most mentioned stock on Stocktwits.
The virality mimics earlier rallies in companies like GameStop and AMC, where a blend of internet fandom, short interest, and brand recognition fueled unpredictable spikes in value.
Joining the 2025 Meme Stock Wave
American Eagle now joins a broader 2025 meme-stock resurgence. Companies like Opendoor Technologies, Krispy Kreme, GoPro, and Kohl's have all experienced unusual trading activity in recent sessions. Each has been targeted by social media-fueled investors capitalizing on high short interest and low stock prices.
In Wednesday's trading alone, GoPro and Krispy Kreme saw wild swings, with earlier rallies focused on Opendoor and Kohl's. Investors often act on momentum and coordinated social cues, causing cascading short squeezes that can push stocks up dramatically.
Stock Performance and Financial Outlook
Despite Thursday's rally, American Eagle shares are still down 35% year-to-date and had fallen 21% in 2024. The surge tied to Sweeney offers a temporary reprieve, but analysts remain cautious about the long-term financial outlook.
In May, the company reported a fiscal first-quarter loss and withdrew its full-year 2025 guidance, citing macroeconomic uncertainty. Retail analysts, including Corey Tarlowe of Jefferies, flagged 'ongoing headwinds facing the consumer,' which may affect revenue and margins for the remainder of the year.
Jefferies maintains a "hold" rating, noting American Eagle's efforts to reduce sourcing from China to under 10% and diversify its supply chain. Out of six brokerages tracking the company via Visible Alpha, four rate the stock as 'hold,' with just one issuing a 'buy' recommendation.
Next Earnings Awaited
American Eagle is not expected to report its next earnings until September 4, with many large retail chains scheduled to release quarterly figures in mid-August. Until then, market observers expect American Eagle to remain volatile, particularly if meme traders continue to target it.
The company's recent marketing pivot toward high-profile celebrity endorsement may offer both a brand lift and short-term shareholder optimism, though how long that momentum will last remains unclear.
Meme Stock Mania: A Summer Return?
With retail traders again boasting large intraday gains — one Reddit user claimed to be 'up $45,000 in about an hour' — meme-stock culture seems to be experiencing a mid-2025 revival. Sydney Sweeney's campaign appears to have provided the perfect spark at the right time.
As other meme stocks such as GoPro and Opendoor trend upward, American Eagle's brush with celebrity may have just rewritten its near-term story.
FAQs
Why is Sydney Sweeney associated with a meme stock rally?
Sydney Sweeney, known for her roles in
Euphoria
and
Anyone But You
, was recently announced as the face of American Eagle's fall marketing campaign. This announcement led to a dramatic surge in the company's stock price, driven by online chatter and social media-fueled retail investor enthusiasm — the hallmarks of a meme stock rally.
What is a meme stock, and how does it relate to American Eagle?
A
meme stock
is a company's stock that gains sudden popularity through online communities, often leading to large and unpredictable price swings. American Eagle fits the meme stock profile with over 13% of its shares sold short, a well-known retail brand, and now a viral celebrity endorsement by Sweeney.
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