American Eagle's "Great Genes" Ad Campaign Sparks Widespread Backlash Over Eugenic and Racist Allegations

New York, NY – American Eagle Outfitters has found itself at the center of a social media storm following the release of its latest advertisement featuring actress Sydney Sweeney. The video, uploaded on July 23, 2025, initially showcased a large billboard with the slogan "SYDNEY SWEENEY HAS GREAT GENES" alongside an image of the actress. The controversial campaign quickly drew criticism from online users who interpreted the use of "genes" in an advertising context as promoting eugenics and having racist undertones. Comments on the video platform ranged from "BOYCOTT AE THEY'RE PROMOTING EUGENICS" to "This whole entire campaign seems packed with micro aggressions and targeting towards certain people." Some users also referenced historical periods, stating, "It’s giving 1940s in Germany." In response to the backlash, the video depicts a woman on the street altering the billboard by crossing out "GENES" and replacing it with "JEANS," thus changing the slogan to "SYDNEY SWEENEY HAS GREAT JEANS." This apparent correction, however, has not fully quelled the controversy, with many viewers continuing to express their dismay and call for a boycott of the brand. The incident highlights the challenges brands face in navigating sensitive language and public perception in their marketing efforts.

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