原文标题：
American Eagle stock soars 20% as retailer says Sydney Sweeney campaign is ‘
best’ to date, beats earnings
原文连结：https://tinyurl.com/5n8k49y2
发布时间：
Published Wed, Sep 3 2025 4:06 PM EDTUpdated Wed, Sep 3 2025 4:19 PM EDT
记者署名：Gabrielle Fonrouge
原文内容：
American Eagle said Wednesday its partnership with Sydney Sweeney has been its
“best” advertising campaign to date as it announced fiscal second-quarter
earnings that beat expectations.
美国鹰牌周三表示，与Sydney Sweeney的合作是迄今为止“最成功”的广告活动，并公布
了超出市场预期的第二财季财报。
The company’s splashy, yet controversial, campaign with the “Euphoria” star
led to some criticism and blowback but the launch, coupled with a recent
partnership with Taylor Swift’s new fiancé Travis Kelce, has led to new
customer acquisition and positive traffic across channels.
公司与《高校十八禁》明星Sydney Sweeney合作的华丽却具争议的行销活动引发了一些
批评，但这一波宣传，再加上近期与Taylor Swift未婚夫、NFL球星Travis Kelce的合
作，带来了新顾客以及各销售管道的流量成长。
American Eagle stock soared more than 20% in after-hours trading Wednesday.
美国鹰牌股价在周三盘后交易中飙升超过20%。
“The fall season is off to a positive start. Fueled by stronger product
offerings and the success of recent marketing campaigns with Sydney Sweeney
and Travis Kelce, we have seen an uptick in customer awareness, engagement and
comparable sales,” CEO Jay Schottenstein said in a news release.
执行长Jay Schottenstein在新闻稿中表示：“秋季档期开局良好。由于产品更具吸引力
，以及近期与Sydney Sweeney和Travis Kelce的行销活动成功，我们看到顾客认知度、参
与度和同店销售都有所提升。”
The company also re-issued its full-year guidance after withdrawing it earlier
this year. It now expects comparable sales to be approximately flat, better
than the 0.2% decline analysts had anticipated, according to StreetAccount.
公司也重新发布全年财测（先前曾撤回）。目前预期同店销售将大致持平，比分析师预估
的0.2%下滑更佳。
It still expects gross margin to be down for the duration of the year, but it
made key changes to its outlook for operating income, which is bearing the
brunt of the tariff impact. The company is now expecting its full-year
operating income to be between $255 million and $265 million, down from a
previous range of between $360 million and $375 million.
公司仍预期全年毛利率下降，但对营业收入的预期做出重大调整（主要受关税影响）。目
前预计全年营业收入在2.55亿至2.65亿美元之间，低于之前的3.6亿至3.75亿美元区间。
Here’s how American Eagle performed during the quarter compared with what
Wall Street was anticipating, based on a survey of analysts by LSEG:
Earnings per share: 45 cents vs. 21 cents expected
Revenue: $1.28 billion vs. $1.24 billion expected
以下是美国鹰牌该季度的表现（根据LSEG分析师调查），与华尔街预期对比：
每股盈余：0.45美元 vs. 预期0.21美元
营收：12.8亿美元 vs. 预期12.4亿美元
The company’s reported net income for the three-month period that ended Aug.
2 was $77.6 million, or 45 cents per share, compared with $77.3 million, or 39
cents per share, a year earlier.
截至8月2日的三个月，公司净利为7760万美元（每股0.45美元），高于去年同期的7730万
美元（每股0.39美元）。
Sales fell to $1.28 billion, down slightly from $1.29 billion a year earlier.
营收为12.8亿美元，较去年同期的12.9亿美元略微下降。
For the current quarter, American Eagle is expecting comparable sales to be up
in the low single digit range, better than the 0.9% uptick analysts had
expected, according to StreetAccount.
对于当前季度，美国鹰牌预期同店销售将小幅单位数成长，优于分析师预估的0.9%。
So far this year, American Eagle’s performance has been marred by
merchandising missteps, tariffs and an uncertain consumer that’s being more
selective when spending money on products like clothes and shoes.
今年迄今，美国鹰牌的表现受制于商品策略失误、关税，以及消费者在服饰鞋类支出上更
加谨慎的不确定性。
To turn things around, American Eagle launched its campaign with Sweeney ahead
of the crucial back-to-school shopping season, but in some ways, that also
backfired when it incited outrage from some customers.
为了扭转颓势，美国鹰牌在返校购物季推出与Sweeney的广告活动，但某些方面却适得其
反，引发部分顾客不满。
The slogan American Eagle chose for the campaign — “Sydney Sweeney has great
jeans” — led some far-left critics to say the remark was a double entendre
and a nod to eugenics. Meanwhile, those on the right celebrated the campaign,
leading President Donald Trump to weigh in and call it the “hottest” ad
around.
广告口号“Sydney Sweeney has great jeans”（既指牛仔裤，也暗指基因）引发争议。
部分左翼批评这是双关语甚至是优生学暗示；右翼则大力赞赏，甚至让川普总统也评论这
是“当下最火的广告”。
More widely, the campaign also faced pushback from some who said the ads were
overly sexualized and out of touch, leading them to wonder what type of
consumer the company was targeting.
更广泛的反应中，有人批评广告过度性化、脱离现实，质疑公司到底想锁定什么样的消费
者。
The campaign launched on July 23 at the tail end of American Eagle’s fiscal
second quarter, but the company said it’s so far been a success, despite the
pushback it received. The Sweeney campaign, along with the partnership it
launched with Kelce, has led to “meaningful improvement in the business”
with comps so far this quarter up in the mid-single digits.
广告于7月23日（第二财季尾声）推出。尽管受到抨击，公司表示活动已经取得成功。
Sweeney与Kelce的合作带来了“显著改善”，同店销售在本季迄今已成长至中单位数。
American Eagle said it’s gained 700,000 new customers and that traffic across
channels has been “consistently positive” throughout August, despite some
news reports indicating the contrary.
公司表示已新增70万名新客户，且8月各销售渠道的流量“持续向上”，尽管有部分新闻
报导唱反调。
The Sweeney campaign has led to denim sellouts, double-digit traffic growth
and increased awareness and engagement, the company said. The Sydney Jacket
sold out in one day and The Sydney Jean, a custom style that donated 100% of
proceeds to the Crisis Text Line, which provides mental health support, sold
out in one day.
公司称，Sweeney活动带来牛仔产品售罄、流量双位数成长，以及更高的品牌知名度与参
与度。“Sydney外套”一天售罄，“Sydney牛仔裤”（收益全数捐给心理健康援助机构
Crisis Text Line）也在一天内售罄。
Meanwhile, American Eagle’s launch with Kelce, the Kansas City Chiefs tight
end, the day after he announced his engagement to the pop star, drove three
times more sales in one day than past collaborations did in a week, the
company said.
同时，美国鹰牌与酋长队球星Kelce的合作（就在他宣布与Taylor Swift订婚的隔天推出
）单日销售额是过去合作的一周的三倍。
American Eagle’s partnerships with Sweeney and Kelce highlight the work the
retailer is doing to stay relevant with consumers and cut through the noise as
spending remains soft.
与Sweeney与Kelce的合作，凸显美国鹰牌在消费支出低迷下，努力保持与消费者连结、突
显品牌存在感。
It’s also facing stiff competition from peers like Abercrombie & Fitch, Gap
and Levi’s. Recently, Gap launched its “Better in Denim” campaign featuring
Katseye and Kelis’s 2003 hit “Milkshake.” Meanwhile, Levi’s has had an
ongoing campaign featuring Beyoncé while Abercrombie has taken a sports focus
and partnered with the NFL.
美国鹰牌同时也面临强劲对手：Abercrombie & Fitch、Gap、Levi’s。近期，Gap推出“
Better in Denim”活动，搭配Katseye与Kelis的《Milkshake》；Levi’s则有Beyoncé
代言的持续活动；Abercrombie则锁定运动市场并与NFL合作。
Compounding American Eagle’s challenges is the uncertain tariff environment.
American Eagle has been working to reduce its reliance on China to under 10%
this year but it also has a heavy manufacturing presence in Vietnam and India,
which have been the subject of reciprocal tariffs.
另一挑战是关税不确定性。美国鹰牌努力将对中国的依赖降至10%以下，但其在越南与印
度的制造业务也受制于报复性关税。
心得/评论：
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Sydney Sweeney的行销威力非常大
引爆社会话题 → 川普亲自点名 → 突破时尚圈，进入主流政治与媒体讨论
→ 免费行销 → 销量立刻反映 → 新客户大量涌入
一则争议广告让American Eagle股价一夜涨20%
这种影响力比大部分传统明星代言强得多
可以说是爆红等级的广告投资回报