By
Bloomberg
Published
August 27, 2025
On the back of the American Eagle Outfitters Inc. Sydney Sweeney buzz, the company has nabbed Travis Kelce as its newest face.
AE x Tru Kolors, Kelce’s brand, released a collaboration with the jeans maker including t-shirts and sweatshirts branded with the Kansas City Chiefs star’s label, as well as sweatpants and trousers.
American Eagle shares jumped as much as 6.1% in New York trading on Wednesday. The stock had declined 27% for the year through Tuesday’s close, while the S&P Small Cap 600 Index gained 1.9% over the same period.
The drop is well timed, directly following Kelce’s blockbuster engagement to pop sensation and billionaire Taylor Swift.
American Eagle came under fire this summer when it dropped its “great jeans” campaign with actress Sydney Sweeney. Some criticized the ad for references to eugenics. President Donald Trump eventually weighed in calling the marketing efforts the “HOTTEST ad out there,” in a post on Truth Social. The retailer is turning to campaigns and collaborations as a way to drive sales, which have slumped year-over-year for the last three quarters.
The tie up has been in the works for more than a year, American Eagle said in a release. Marketing for the collection features other athletes including quarterback Drew Allar, gymnast Suni Lee and college basketball player Azzi Fudd.
The retailer is set to report its second quarter earnings next week.
