Sydney Sweeney and American Eagle CEO Jay Schottenstein rang the NYSE opening bell on Monday, celebrating a partnership that boosted the brand’s success but also sparked backlash over a controversial ad campaign.
The NYSE Opening Bell and Sydney Sweeney’s Role
The New York Stock Exchange (NYSE) opening bell is a symbolic event that marks the start of the trading day at 9:30 a.m. ET. On Monday, Sydney Sweeney, the actress known for her roles in Euphoria and The Housemaid, joined American Eagle Outfitters Chairman and CEO Jay Schottenstein to kick off trading. This ceremonial act is often reserved for notable figures, including celebrities, athletes, and business leaders, highlighting their influence in public and commercial spheres.
Sweeney’s participation in this event underscores the ongoing partnership between American Eagle and the actress, which began with a high-profile ad campaign in 2025. The brand celebrated this collaboration as a “contributing factor to business success in the second half of last year,” according to Schottenstein during the bell-ringing ceremony.
The Controversial “Great Jeans” Ad Campaign
Last year, American Eagle launched its “Sydney Sweeney Has Great Jeans” campaign, featuring Sweeney in a short video where she remarks, “Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue.” The pun on “jeans” and “genes” quickly went viral—but not without controversy.
Critics argued that the ad’s language carried racial undertones, prompting backlash on social media. In response, American Eagle issued a statement on Instagram, clarifying that the campaign was solely about the jeans and Sweeney’s personal style. The company stood by its message, emphasizing that “Great jeans look good on everyone.”
A Strategic Partnership with Tangible Results
Despite the controversy, the collaboration between Sweeney and American Eagle has proven commercially successful. Schottenstein credited the partnership with fueling the brand’s momentum, stating, “Our partnership fueled the most memorable campaign in our history and was one of the contributing factors to our business success” (WWD).
The NYSE ceremony serves as a public affirmation of this success, with Schottenstein promising to “build on this momentum in 2026 through compelling product collections and even more engaging experiences for our customers.” This suggests that Sweeney’s involvement may extend beyond the initial ad campaign.
The Power of Celebrity Marketing
The NYSE opening bell is a prime example of how brands leverage celebrity influence to amplify their visibility. Previous participants have included global icons like Liza Minnelli, Snoop Dogg, and Michael Phelps. For American Eagle, partnering with Sweeney—a rising star in Hollywood—has allowed the brand to tap into younger audiences who follow her work in TV and film.
This strategy aligns with American Eagle’s focus on youthful, inclusive fashion. By featuring Sweeney, the brand has reinforced its position as a leader in casual wear while sparking conversation—both positive and contentious.
Looking Ahead: What’s Next for Sweeney and American Eagle?
With Schottenstein hinting at continued collaboration in 2026, fans and industry watchers are speculating about what’s next. Could there be another ad campaign? A new clothing line? Or perhaps a shift toward more politically conscious messaging? One thing is certain: the partnership has already left an indelible mark on pop culture.
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