As the “meme” effect gains full momentum, American Eagle Outfitters returns to the spotlight on Wall Street.

(New York) — The New York Stock Exchange (NYSE) welcomed an unusual opening-bell guest on Monday (9): rising Hollywood star Sydney Sweeney appeared in her signature denim look and rang the bell alongside American Eagle CEO Jay Schottenstein.

Commentators noted that the moment was more than a celebrity photo-op. It also symbolized how the legacy apparel retailer has regained market attention by leaning into “meme-driven” visibility — turning social buzz into renewed investor interest.

The bell-ringing was held to celebrate strong sales momentum. Still, much of the spotlight traces back to last summer’s viral campaign starring Sweeney: “Sydney Sweeney Has Great Jeans,” a slogan built on wordplay with “genes.” As the online debate grew, American Eagle responded that the campaign “was and always has been about the jeans,” while reaffirming its message of confidence and individuality in denim.

Despite the controversy, the attention translated into tangible benefits. Some analysts began describing American Eagle as a potential “meme stock,” pointing to heightened retail-investor interest and notable after-hours price swings following the campaign’s release. Schottenstein has also said the partnership helps cement the brand’s relevance with younger consumers.