It feels like ages ago the internet was in a “heated” debate over the “controversial” Sydney Sweeney American Eagle ad, but the dust has settled, and the data is in, which shows a decline in “foot traffic” in American Eagle stores.

Personally, I don’t think Sweeney is the cause of this decline. Her “Great Jeans” ad only came out a few weeks ago, and it’s the middle of summer, a time when people notoriously shop less (at least in stores).

American Eagle foot traffic, YoY, by week:

• July 6 +4.9%
• July 13 +5.9%

*July 23 - Sydney Sweeney ad launch*

• July 27 -3.9%
• August 3 -9.0% pic.twitter.com/1ms80nOtST

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— Morning Brew ☕️ (@MorningBrew) August 13, 2025

But it does show that it’s more difficult to drum up support for a brand than it is to inspire a boycott. It’s easy to boycott a company like Bud Light when they “go woke,” as you’re literally asking consumers to do nothing. It’s harder to get them to buy jeans — no matter the genes in them.