Shares of American Eagle Outfitters jumped nearly 15% in early trading on Wednesday after its viral Sydney Sweeney jeans campaign continued to drive in-store traffic during the key holiday season, prompting the retailer to raise its annual sales forecast.

Shares of the company are up almost 60% since September. The "Great Jeans" ad, released in July and featuring "Euphoria" actor, even garnered praise from U.S. President Donald Trump .

For American Eagle, successful campaigns with Sweeney, a collaboration with NFL player Travis Kelce's clothing brand Tru Kolors have driven up engagement and boosted visibility, according to analysts at Jefferies.

The upbeat forecast follows the crucial five-day Thanksgiving shopping event, which saw a surge in online spending from more affluent shopp

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