Viral Backlash Hits American Eagle Ad

Cyabra uncovered how fake accounts on TikTok and a controversial slogan turned a fashion campaign into an online firestorm.

Cyabra analyzed viral conversations across TikTok, X, and Facebook between July 23 and 29, 2025, following the release of American Eagle’s campaign featuring Sydney Sweeney. Initial praise quickly turned into controversy over the slogan “Sydney Sweeney Has Great Jeans,” which many interpreted as racially suggestive, triggering a wave of backlash and boycott calls.

15% of the profiles analyzed were fake, responsible for spreading over 700 critical posts that amplified hashtags and narratives accusing the brand of racism and exclusionary beauty standards. These fake accounts mimicked real outrage and fueled the campaign’s viral trajectory.

Inauthentic profiles drove a 4,000% spike in harmful sentiment and generated over 77,000 engagements on TikTok alone. The backlash reached an estimated 881 million views, turning a single advertisement into a full-scale reputational crisis shaped by coordinated disinformation.

#Brand Reputation, Threat Actors