So far, the controversy surrounding American Eagle Outfitters’ campaign starring actress Sydney Sweeney has created a lot of noise for the brand, but not much else.

Traffic to American Eagle’s U.S. website soared following the campaign’s roll out on July 23 , rising more than 60% on July 28 compared to the same day last year, according to data and insights company Consumer Edge.

But despite the hubbub around the campaign—both positive and negative—the brand’s market share has remained relatively flat.

Figures from Consumer Edge, which collects anonymous debit and credit card transactions from millions of U.S. consumers, indicate that a sales bump has not yet accompanied the heated online debate. Case in point: American Eagle’s control of the denim market has hovered between 17.5% and

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