In the summer of 2025, two denim giants launched campaigns that dominated feeds, headlines, and campus conversations alike. GAP dropped its “Better in Denim” collab with global pop group KATSEYE, while American Eagle rolled out a splashy (and controversial) campaign starring actress Sydney Sweeney.
Both ads went viral, but for very different reasons. American Eagle’s campaign drew accusations of tone-deaf messaging, while GAP’s campaign was praised as inclusive, nostalgic, and fun. The result? GAP capitalized on its competitor’s backlash to boost its own cultural credibility. For marketers, this showdown is a lesson in brand codes, controversy, and how to turn another brand’s misstep into your own moment.
The Campaigns at a Glance
American Eagle x Sydney Sweeney
● Rolled out July 2025 with a series of provocative videos featuring Sydney Sweeney.
● Most infamous clip: Sweeney stares into the camera and says, “Genes are passed down…my jeans are blue.” Critics accused the campaign of promoting eugenics and leaning into outdated beauty standards (NPR).
● Despite backlash, AE reported 700,000+ new customers and 40 billion impressions
across the Sweeney and Travis Kelce programs (Marketing Brew).
● Sales of the Sydney Jean and jacket sold out in under a week, but foot traffic dropped
1.3% in August (Retail Brew).
GAP x KATSEYE
● Launched August 2025 with a 90-second dance film featuring KATSEYE dancing to a
remix of Kelis’ “Milkshake.”
● Tapped into GAP’s heritage of dance-driven ads while embracing Y2K nostalgia and
TikTok choreography.
● Recorded 400 million views, 8 billion impressions, and became the No. 1 TikTok search during launch week (Business Insider).
● Store traffic rose +2.8% in August and +8.5% the week after launch (Retail Brew).
● Limited-edition KATSEYE merch sold out instantly, further fueling hype (Brand Vision).
The Scorecard: GAP vs. American Eagle
Impressions and Reach
● American Eagle: 40 billion impressions, 700k+ new customers
● GAP: 8 billion impressions, 400 million views
● Winner: American Eagle (reach and customer acquisition)
Engagement and Earned Media Value
● American Eagle: Strong conversation, but dominated by controversy and PR cleanup
● GAP: $4.7M earned media value, record engagement on TikTok (Business of Fashion)
● Winner: GAP (positive engagement that aligned with brand identity)
In-Store Traffic
● AE: Foot traffic down 1.3% in August despite viral buzz (Retail Brew)
● GAP: Foot traffic up 2.8% YoY in August, up 8.5% in launch week (Retail Brew)
● Winner: GAP
Sales and Merch Sell-Outs
● AE: Sydney jacket sold out in 1 day, jeans in 1 week
● GAP: KATSEYE hoodie sold out, though less core data on denim conversion
● Winner: Tie (both proved scarcity can drive hype)
Reputation and Cultural Impact
● AE: Sparked widespread criticism over “good genes” messaging, even drawing political
commentary (NYT; NPR)
● GAP: Widely praised as fun, inclusive, and on-brand (Business of Fashion)
● Winner: GAP
Overall Winner: GAP, for combining cultural alignment with measurable retail impact.
How GAP Turned AE’s Backlash Into Its Advantage
So how did GAP emerge as the winner when AE’s campaign actually recruited more new
customers? The answer lies in timing and brand positioning.
1. Staying On-Brand: GAP leaned into what it’s known for: music, movement, and denim. By pairing a global girl group with choreography, it refreshed its heritage codes in a way that felt authentic. Meanwhile, AE’s “genes/jeans” pun strayed from its core identity and came across as risky provocation.
Lesson:When a competitor stumbles, staying grounded in your own brand DNA
can look even stronger by comparison.
2. Cultural Listening: As AE was dealing with headlines about eugenics and sexualization, GAP’s campaign was being praised as inclusive and celebratory. Media outlets often positioned GAP as the “good” denim campaign in contrast to AE (Business of Fashion).
Lesson:You don’t need to attack a competitor directly. Allowing culture to draw the comparison can enhance your own positioning.
3. Participation Over Provocation: GAP encouraged consumers to join in, from TikTok dance challenges to fan activations at Outside Lands. AE, on the other hand, focused on creating a spectacle (Sphere takeover, AR lenses) but didn’t invite the same level of participation.
Lesson:Campaigns that encourage people to share, remix, and join in often outlast those that just provoke a reaction.
What Student Marketers Can Learn
This case study is about more than jeans. It’s about how brands handle cultural risk and how
competitors can capitalize when the spotlight shifts. Here are three takeaways:
1. Define your KPIs clearly. AE won on impressions and new customers, but GAP won on sentiment and retail traffic. Decide if your campaign is about awareness, conversion, or equity before launch.
2. Positive association compounds. GAP didn’t just avoid controversy; it actively
benefited from AE’s. By showing a stark contrast in tone, GAP became the “safe”
cultural pick.
3. Participation beats provocation. Attention-grabbing ads may trend, but ads that invite
consumers in (like GAP’s TikTok choreography) drive sustainable engagement.
The Bottom Line
The denim battle of 2025 proves that virality isn’t always victory. American Eagle grabbed attention but risked alienating core shoppers, while GAP turned the moment into a cultural win that boosted both perception and foot traffic.
For future marketers, especially those of us learning and experimenting here at UNC, the
takeaway is simple. You don’t always need to out-shock your competitor. Sometimes, the
smartest move is to outclass them.
