(Reuters) -American Eagle Outfitters forecast third-quarter comparable sales above expectations on Wednesday, betting on a demand boost from Sydney Sweeney campaign and the launch of new products, sending its shares up 25% after the bell.

The company hailed the controversial “Great Jeans” campaign with actress Sydney Sweeney, which included a fall denim collection, as a success.

“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,” it said in a statement.

The company has tied-up with National Football League player Travis Kelce’s clothing brand Tru Kolors for a limited edition apparel lineup, creat

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