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American Eagle's stock soared 25% after successful celebrity marketing campaigns featuring Sydney Sweeney and Travis Kelce. Despite initial sales dips, the company anticipates growth due to increased customer engagement from viral ads, particularly Sweeney's controversial 'Great Jeans' campaign which garnered 40 billion impressions. While the ad sparked debate, it drove sales and a positive autumn start. The company also navigated tariff challenges, mitigating costs through negotiation and sourcing changes.

Prepared by Christopher Adams and reviewed by editorial team.