The American Eagle Denims business that includes actress Sidney Sweeney escalated criticism after former UFC middleweight champion Sean Strickland admitted to younger people who she had neo-Nazi beliefs, praised social media adverts.
The marketing campaign, launched in late July, options denim’s Sweeney with the catchphrase, “Sidney Sweeney has nice denims.” Within the promotional video, the blonde haired blue-eyed actress mentioned: Critics shortly denounce wordplay as a eugenic message, and a few describe it as “Nazi propaganda” because it focuses on the genetic attributes of white actresses.
The controversial design of Sydney Sweeney’s marketing campaign was intentional
The controversy focuses on what critics understand in commercials as eugenic canines blow mouth whis. Marcus Collins, a advertising professor on the College of Michigan, famous that the marketing campaign conveys “standards for gene prototype: white, blonde hair, blue eyes.” The phrase “nice gene” has traditionally been related to eugenics actions that promote selective breeding of superior traits.
Proof has emerged that American Eagles are absolutely anticipating a controversial response to their marketing campaign. Chief Advertising and marketing Director Craig Brommers advised Commerce Publications that the marketing campaign consists of “a sensible, provocative language” and that “we’re positively going to push the buttons” earlier than its launch.
Most notably, inner communication from American Eagle executives who confirmed consciousness in regards to the potential marketing campaign controversy. Ashley Shapiro, the corporate’s Vice President of Advertising and marketing, Media, Efficiency and Engagement, detailed the planning course of on the LinkedIn Publish. She revealed that in a zoom name with Sweeney, the workforce requested her, “How far do you need to push?”
Sydney Sweeney
In accordance with Shapiro, Sweeney replied with out hesitation: “Let’s push it. I am a sport.” The American Eagle workforce replied “I embraced the problem,” whereas Shapiro wrote that “Sid’s feelings guided each body, each stitching, and “each sudden twist on Sidney Sweeney.”
Shapiro explicitly acknowledges their notion of the double that means of the marketing campaign, saying, “The facility of the Sydney star and the double that means behind the marketing campaign have a cultural type of energy past what I may ever think about – simply examine your social feed.” The assertion reveals that the American Eagle advertising workforce is totally conscious of the that means of the phrase “genes/denims” and has intentionally chosen to go on. Craig Brommers described it as “this decisive second” for the model.
Sean Strickland’s controversial background
Assist for Strickland’s adverts is especially vital given his historical past of self-disclosure with neo-Nazi ideology. In an interview, he brazenly mentioned his youth and revealed that his grandfather had stuffed his head with the thought of a white supremacist throughout his childhood.
Strickland defined in an interview with Ariel Helwani. You are within the seventh grade and also you’re spitting out the Nazis (concepts), so that you’re in all probability not conscious of it. You do not even know what meaning
Strickland painted Swastika on his arm, explaining that he was strolling to highschool, and admitted that he was impressed by the character of Edward Norton in “American Historical past X.”
Strickland, recognized for his controversial statements, amplified the talk by posting on Twitter. “Typically, I deal with the dangerous issues in America and neglect in regards to the good… We went from the chick to the small butt of Sweeney fines from the allocation of penis and fats dee :,) American American Eagles are making one thing nice once more…:,). ” Assist for his marketing campaign was additional scrutinized given his acknowledged historical past with white supremacist ideology.
Controversial Convictions and Statements Present
Regardless of claiming he has deserted his neo-Nazi previous, Strickland continues to supply statements that generate vital controversy. His current feedback present patterns of inflammatory rhetoric focusing on marginalized communities.
Relating to ladies’s rights, Strickland argues that permitting ladies to vote and drive is a mistake. At a 2023 UFC press convention, he mentioned: “We have to return to taking ladies out of the workforce. Perhaps that is what we’re saying, f*cked cked cked, guys, we want ladies to vote and we want ladies to get them again into the kitchen… Just one man must work.”
On LGBTQ+ points, Strickland has created many homophobic and transphobic statements. He beforehand tweeted that if he had a homosexual son, “I’d suppose I didn’t create such weak point.” When requested about these feedback at a press convention in Toronto, he launched anti-LGBTQ+ Tirade and known as reporters “enemies of the enemy” and “contaminated.”
Strickland additionally in contrast feminine fighters to cats, describing feminine fighters as lions, making dim-rog feedback about feminine combined martial arts. He insisted on a feminine MMA “nobody desires to see” and prompt that even the common male reporter may “beat” UFC champion Raquel Pennington.
His assertion on Islam has additionally attracted criticism. In January 2025, he posted a controversial remark that Islamic values are usually not appropriate with American values, and made a private assault on retired UFC champion Khabib Nurmagomedov, who beforehand referred to the spiritual life-style of fighter jets.
American Eagle’s affect in the marketplace
Regardless of the backlash, American Eagle has endured the marketing campaign. The corporate mentioned: “Sidney Sweeney has nice denims, and has at all times been about denims. Her denims. Her story. Everybody continues to rejoice the best way to put on AE denims with confidence. Nice denims look good to everybody.”
This controversy had measurable financial penalties. American Eagle’s share worth has elevated by greater than 10% for the reason that marketing campaign started, including about $200 million to the corporate’s market worth.
Many advertising specialists and cultural critics argued that the timing and message of the marketing campaign is deaf. “The girl of coloration wouldn’t have been employed for this advert,” mentioned Dr. Sayantani Dasgupta of Columbia College. Cultural anthropologist Shalini Shankar prompt that the marketing campaign represents the American Eagle “need to rebrand themselves for a sure sort of white privileged American.
