Craig Brommers, Chief Marketing Officer (CMO) at American Eagle is one of the most influential figures in contemporary marketing. In 2024, Forbes magazine included him in its list of the world’s most influential CMOs. His name has gained even more prominence in recent weeks, following the launch of a campaign starring actress Sydney Sweeney.

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What is Craig Brommers’ career path in the marketing world?

Craig Brommers is a global marketing executive with a solid career at some of the world’s most recognized retail brands. Before taking on the leadership role at American Eagle in July 2020, he held key positions such as Chief Marketing Officer at Gap (2016–2018), and served as Senior Vice President of Marketing at Abercrombie & Fitch (2013–2016), Calvin Klein (2010–2013), and Speedo (1999–2010).

In his professional profile, Brommers describes himself as a leader who cultivates high-profile brands with a focus on geographic, digital, and category expansion. “Passionate for purpose-driven brands,” he highlights his ability to “drive global consistency and local relevancy,” and his focus on cohesive teams, metrics, and business opportunities with P\&L impact. He holds an MBA from The Anderson School at UCLA.

What sets Craig Brommers’ marketing approach at American Eagle apart?

Since joining American Eagle in 2020, Brommers has led a transformation based on youth culture, leveraging partnerships with influencers, college athletes, and celebrities. Under his leadership, American Eagle positioned itself as the number one retail brand among Generation Z and became a pioneer in campaigns related to Name, Image, and Likeness (NIL) rights for college athletes.

In an interview with Chase Griffin for The Athlete’s Bureau, Craig shared key insights for college athletes and brands to build successful partnerships. The executive believes that purpose-driven brands —as he calls them— can make a difference when they connect with young audiences in an authentic and meaningful way.

What was Craig Brommers’ role in the campaign with Sydney Sweeney?

In July 2025, American Eagle launched its back-to-school campaign starring Sydney Sweeney, star of Euphoria and The White Lotus. The campaign, promoted with the slogan “Sydney Sweeney Has Great Jeans,” was intended as a wordplay between “genes” (genetic inheritance) and “jeans” (denim). However, the message ended up sparking strong backlash on social media due to the use of symbolism historically associated with eugenics.

In one video, Sweeney explained that “her body’s composition was determined by her genes” as the camera focused on her physique. The commercial, which was initially launched as part of a large advertising investment, was accused of promoting “pro-eugenics ideals” and of whitewashing representation in an industry already facing criticism for its lack of diversity.

Craig Brommers acknowledged in an interview with AdWeek that the pressure was high: “The media investment was significantly higher than in previous campaigns,” he said, although he didn’t specify the amount. He also admitted that the launch coincided with a critical moment for the brand, which had reported an adjusted operating loss of $68 million in the first quarter of the year.

What criticism did the American Eagle campaign with Sydney Sweeney receive?

Reactions were immediate and divided. While some users praised the clever wordplay, others denounced the message’s racist undertones. Comments like “this is what happens when there are no racialized people in the room” circulated on platforms like X, TikTok, and Instagram. The phrase “great genes,” used for promotional purposes, was flagged for its historical weight in eugenic and white supremacist discourse.

“Maybe I sound super woke, but putting a white, blonde, blue-eyed woman at the center of a campaign celebrating her ‘perfect genetics’ feels weird,” wrote one user on X.

Although the campaign also included a noble cause —donating 100% of the profits from the “Sydney Jean” model to the Crisis Text Line organization, which supports victims of domestic violence— that message went unnoticed. Users pointed out that this intention was not clearly featured in any of the visual materials. “You’d never guess that they’re fundraising for a domestic violence organization,” another user wrote.

What has been the financial and media impact of this campaign?

Before the controversy, American Eagle experienced a 7% rise in its stock value following the campaign’s announcement with Sweeney. However, the backlash tarnished the launch. In cities like New York and Las Vegas, images of Sweeney in jeans dominated billboards, making the campaign one of the most visible —and controversial— of the year.