<p>美鹰服饰再次押注演员悉尼·斯威尼，推出一项新活动，宣传轻松的生活方式和该牛仔零售商的夏季时尚。</p>
<p>“Syd for Short: American Eagle Jean Shorts” 将于周三推出，重点在于穿上完美合身的牛仔短裤所带来的自信。这一季的推广活动紧随该零售商去年与斯威尼的合作，这也是其迄今为止最昂贵且可能最具争议的活动，尽管经历了一些波折，但仍为品牌带来了数十亿的曝光，并帮助品牌扭转了负销售趋势。</p>
<p>“我们的客户非常明确。他们渴望美鹰与悉尼·斯威尼合作的新篇章——关键词是 ‘新’，” 美鹰首席营销官克雷格·布罗默斯表示。“没有人能与我们的客户群产生更深的共鸣，但每个伟大的故事都需要新的篇章。”</p>
<p>该活动的关键是一则 15 秒的广告，背景是云朵和波浪拍打的声音。斯威尼身穿牛仔服装，开始时问道：“我穿的是什么品牌？” 随后各种片段闪过，展示了这位明星在其他夏季风格中的风采，享受着美丽的风景。广告结束时，这位名人直言：“对，就是那个。”</p>
<p>布罗默斯表示，该活动旨在展示斯威尼更放松和休闲的一面，而公众并不常见。该策略基于社交聆听，表明零售商的 Z 世代目标受众渴望从过去一年混乱的生活中得到喘息。</p>
<p>“有地缘政治的噪音，有经济噪音，还有 Z 世代谈论的持续心理健康噪音，” 布罗默斯说。“这次活动的情感真相是，它非常嘈杂——让我们把音量调低。”</p>
<p>“Syd for Short” 覆盖社交媒体、网红、数字广告、联网电视、店内和户外广告。新的宣传素材将在整个夏季持续推出。此外，美鹰还将推出两款定制款式，Syd Jean 和 Syd Short，并将所有净收益捐赠给非营利组织危机短信热线。</p>
<h3>加倍押注斯威尼</h3>
<p>美鹰上次与斯威尼合作的活动是 “悉尼·斯威尼有很棒的牛仔裤”，该活动与 2025 年返校季节同步，突出零售商的核心产品，通过社交媒体和户外展示进行推广。该活动因其高度争议而受到关注，有人认为它暗示了早已被驳斥的优生学理论，将良好的基因与好的牛仔裤等同起来。</p>
<p>尽管如此，最初的斯威尼合作证明是成功的，美鹰的客户数量在夏季期间增加了 70 万。该零售商的明星营销策略，也在同一时期与特拉维斯·凯尔斯的 Tru Kolors 品牌合作，帮助扭转了负销售趋势。根据布罗默斯的数据，该品牌在第三季度的收入增长了 1%，而前两个季度则出现下滑。自八月以来，仅斯威尼的活动就产生了 560 亿次曝光。</p>
<p>“在我们第一次合作的活动中，我们在美国每个县都看到了新客户的获取，” 布罗默斯说。“当你查看数据和事实时，我们对继续与悉尼·斯威尼的合作感到非常自信，因为悉尼·斯威尼穿的，美鹰就会卖。”</p>
<p>美鹰在截至 1 月 31 日的财务季度中可比销售额增长了 2%，这是一个重要的时期，包括假期。该品牌的可比销售额在 2025 年同比持平。</p>
<p>在 2026 年，明星营销的重点不仅限于斯威尼。今年早些时候，该品牌宣布与乡村音乐明星埃拉·兰利合作，进行一项包括在 Stagecoach 乡村音乐节上的赞助活动。</p>
<p>布罗默斯谈到兰利的合作时表示：“我们是一个青年文化品牌，我们需要尽可能接近新兴趋势，而乡村音乐正处于一个自 1990 年代以来未曾有过的盛大时刻。”</p>
<p>美鹰与斯威尼的最新合作在消费者仍然直言不讳、品牌继续面临反对声的背景下到来。随着营销人员寻找前进的道路，布罗默斯强调依赖数据的重要性。</p>
<p>“我认为对于现代营销人员来说，你必须准备好被攻击，但你应该对事实和数据充满信心，以帮助你在日益困难的现代媒体环境中导航，” 布罗默斯解释道。“我们知道世界会对这一新篇章感到好奇，我们对实时、准确的数据充满信心，以帮助我们成功推出这一活动。”</p>

美鹰服饰

<p>美国鹰（American Eagle）正在推出一项新的夏季活动，主打悉尼·斯威尼（Sydney Sweeney），名为 “短裤中的悉尼：美国鹰牛仔短裤”。该活动旨在推广一种轻松的生活方式，并展示斯威尼的多种夏季风格。在一次成功但颇具争议的合作之后，该品牌希望在当前社会挑战中与其 Z 世代受众产生共鸣。该活动包括社交媒体、网红和店内促销，新款式的收益将捐赠给危机短信热线（Crisis Text Line）。美国鹰的明星营销策略帮助扭转了负面的销售趋势，客户获取显著增加</p>

<p>American Eagle is betting again on actor Sydney Sweeney with a new campaign that promotes a laid-back lifestyle and the denim retailer’s summer fashions.</p>
<div class="lb-trans"><p>美鹰服饰再次押注演员悉尼·斯威尼，推出一项新活动，宣传轻松的生活方式和该牛仔零售商的夏季时尚。</p>
</div><p>“Syd for Short: American Eagle Jean Shorts” launches Wednesday and centers on the confidence that comes from wearing a pair of perfectly fitted jean shorts. The seasonal push follows the retailer’s tie-up with Sweeney last year for its priciest — and perhaps most controversial — campaign to date, an effort that, despite its woes, contributed billions of impressions and helped the brand reverse a negative sales trend.</p>
<div class="lb-trans"><p>“Syd for Short: American Eagle Jean Shorts” 将于周三推出，重点在于穿上完美合身的牛仔短裤所带来的自信。这一季的推广活动紧随该零售商去年与斯威尼的合作，这也是其迄今为止最昂贵且可能最具争议的活动，尽管经历了一些波折，但仍为品牌带来了数十亿的曝光，并帮助品牌扭转了负销售趋势。</p>
</div><p>“Our customers are very clear. They’re clamoring for a new chapter in the American Eagle-Sydney Sweeney partnership — keyword ‘new,’” said American Eagle Chief Marketing Officer Craig Brommers. “There is no one who has resonated more with our customer base, but every great story needs new chapters.”</p>
<div class="lb-trans"><p>“我们的客户非常明确。他们渴望美鹰与悉尼·斯威尼合作的新篇章——关键词是 ‘新’，” 美鹰首席营销官克雷格·布罗默斯表示。“没有人能与我们的客户群产生更深的共鸣，但每个伟大的故事都需要新的篇章。”</p>
</div><p>Key to the campaign is a 15-second spot grounded in a backdrop of clouds and the sounds of splashing waves. Sweeney, sporting a denim-on-denim outfit, begins by asking, “What brand am I wearing?” before various clips flash by that show the star in other summer styles while enjoying the scenery. As the spot wraps, the celeb plainly asserts, “Yeah, that one.”</p>
<div class="lb-trans"><p>该活动的关键是一则 15 秒的广告，背景是云朵和波浪拍打的声音。斯威尼身穿牛仔服装，开始时问道：“我穿的是什么品牌？” 随后各种片段闪过，展示了这位明星在其他夏季风格中的风采，享受着美丽的风景。广告结束时，这位名人直言：“对，就是那个。”</p>
</div><p>The campaign was designed to showcase a more relaxed and casual side of Sweeney that the public doesn’t often see, Brommers said. The strategy is informed by social listening, which indicated that the retailer’s Gen Z target audience is ready for a reprieve from a year marked by chaos.</p>
<div class="lb-trans"><p>布罗默斯表示，该活动旨在展示斯威尼更放松和休闲的一面，而公众并不常见。该策略基于社交聆听，表明零售商的 Z 世代目标受众渴望从过去一年混乱的生活中得到喘息。</p>
</div><p>“There’s geopolitical noise, there’s economical noise, there’s the ongoing mental health noise that Gen Z talks about,” Brommers said. “The emotional truth of this campaign is that it’s very noisy — let’s turn the volume down.”</p>
<div class="lb-trans"><p>“有地缘政治的噪音，有经济噪音，还有 Z 世代谈论的持续心理健康噪音，” 布罗默斯说。“这次活动的情感真相是，它非常嘈杂——让我们把音量调低。”</p>
</div><p>“Syd for Short” spans social media, influencers, digital, connected TV, in-store and out-of-home placements. New assets will continue to roll out throughout the summer season. Additionally, American Eagle is releasing two custom styles, the Syd Jean and Syd Short, and will donate all net proceeds to the nonprofit Crisis Text Line.</p>
<div class="lb-trans"><p>“Syd for Short” 覆盖社交媒体、网红、数字广告、联网电视、店内和户外广告。新的宣传素材将在整个夏季持续推出。此外，美鹰还将推出两款定制款式，Syd Jean 和 Syd Short，并将所有净收益捐赠给非营利组织危机短信热线。</p>
</div><h3>Doubling down on Sweeney</h3>
<div class="lb-trans"><h3>加倍押注斯威尼</h3>
</div><p>American Eagle last teamed with Sweeney for “Sydney Sweeney Has Great Jeans,” a campaign timed around the 2025 back-to-school season that highlighted the retailer’s core product through activations spanning social media and out-of-home displays. That campaign became highly controversial for the brand, with some arguing that it nodded to the long-disproven theory of eugenics by equating good genetics with good jeans.</p>
<div class="lb-trans"><p>美鹰上次与斯威尼合作的活动是 “悉尼·斯威尼有很棒的牛仔裤”，该活动与 2025 年返校季节同步，突出零售商的核心产品，通过社交媒体和户外展示进行推广。该活动因其高度争议而受到关注，有人认为它暗示了早已被驳斥的优生学理论，将良好的基因与好的牛仔裤等同起来。</p>
</div><p>Still, the initial Sweeney tie-up proved successful, with customer counts at American Eagle rising by 700,000 over the summer period. The retailer’s celebrity-led marketing strategy, which also featured a tie-up with Travis Kelce’s Tru Kolors brand around the same time, has helped reverse a negative sales trend. Revenue was up 1% for the brand in Q3 after being down the prior two quarters. Since August, the Sweeney campaign alone has generated 56 billion impressions, according to Brommers.</p>
<div class="lb-trans"><p>尽管如此，最初的斯威尼合作证明是成功的，美鹰的客户数量在夏季期间增加了 70 万。该零售商的明星营销策略，也在同一时期与特拉维斯·凯尔斯的 Tru Kolors 品牌合作，帮助扭转了负销售趋势。根据布罗默斯的数据，该品牌在第三季度的收入增长了 1%，而前两个季度则出现下滑。自八月以来，仅斯威尼的活动就产生了 560 亿次曝光。</p>
</div><p>“In our first campaign together, we saw new customer acquisition in every single county in America,” Brommers said. “When you look at the data and when you look at the facts, we feel very confident in continuing our partnership with Sydney Sweeney, because what Sydney Sweeney wears, American Eagle sells.”</p>
<div class="lb-trans"><p>“在我们第一次合作的活动中，我们在美国每个县都看到了新客户的获取，” 布罗默斯说。“当你查看数据和事实时，我们对继续与悉尼·斯威尼的合作感到非常自信，因为悉尼·斯威尼穿的，美鹰就会卖。”</p>
</div><p>American Eagle saw comparable sales rise 2%for the fiscal quarter ended Jan. 31, an important period that includes the holidays. The brand’s comparable sales were flat year over year for 2025.</p>
<div class="lb-trans"><p>美鹰在截至 1 月 31 日的财务季度中可比销售额增长了 2%，这是一个重要的时期，包括假期。该品牌的可比销售额在 2025 年同比持平。</p>
</div><p>A focus on celebrity-led marketing has been evident in 2026 beyond Sweeney. Earlier this year, the brand announced a tie-up with country music star Ella Langley for an effort that includes a sponsorship at the Stagecoach country music festival.</p>
<div class="lb-trans"><p>在 2026 年，明星营销的重点不仅限于斯威尼。今年早些时候，该品牌宣布与乡村音乐明星埃拉·兰利合作，进行一项包括在 Stagecoach 乡村音乐节上的赞助活动。</p>
</div><p>“We are a youth culture brand, we need to be as close to emerging trends as possible, and country music is having a mass moment that it has not had since perhaps the 1990s,” Brommers said of the Langley partnership.</p>
<div class="lb-trans"><p>布罗默斯谈到兰利的合作时表示：“我们是一个青年文化品牌，我们需要尽可能接近新兴趋势，而乡村音乐正处于一个自 1990 年代以来未曾有过的盛大时刻。”</p>
</div><p>American Eagle’s latest collaboration with Sweeney arrives as consumers remain outspoken and brands continue to be met with backlash. As marketers search for the way forward, Brommers emphasized the importance of leaning on data.</p>
<div class="lb-trans"><p>美鹰与斯威尼的最新合作在消费者仍然直言不讳、品牌继续面临反对声的背景下到来。随着营销人员寻找前进的道路，布罗默斯强调依赖数据的重要性。</p>
</div><p>“I think for modern marketers, you have to prepare to be attacked, but you should be confident in facts and data to allow you to navigate an increasingly difficult modern media landscape,” Brommers explained. “We know the world will be curious about this new chapter, and we feel confident in looking at real-time, accurate data to help us launch the campaign successfully.”</p>
<div class="lb-trans"><p>“我认为对于现代营销人员来说，你必须准备好被攻击，但你应该对事实和数据充满信心，以帮助你在日益困难的现代媒体环境中导航，” 布罗默斯解释道。“我们知道世界会对这一新篇章感到好奇，我们对实时、准确的数据充满信心，以帮助我们成功推出这一活动。”</p>
</div>

美鹰服饰在其夏季活动中最新押注悉尼·斯威尼