New York (CNN) — American Eagle stock surged 25% after its earnings report Wednesday, with its CEO thanking the controversial Sydney Sweeney “Good Jeans” ad campaign for boosting brand awareness and profit.

“The fall season is off to a positive start. Fueled by stronger product offerings and the success of recent marketing campaigns with Sydney Sweeney and Travis Kelce, we have seen an uptick in customer awareness, engagement and comparable sales,” American Eagle Outfitters CEO Jay Schottenstein said on Wednesday in an earnings release statement.

Sweeney’s ad campaign with American Eagle certainly did bring awareness to the brand last month. In the video, the blonde-haired, blue-eyed actress is posing in American Eagle jeans, saying: “Genes are passed down from parents to offspring… My

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