When a brand sees momentum stall so sharply, it often reflects a reputational or cultural factor cutting through to consumers.”

Shares of American Eagle have been rallying due to a new ad campaign featuring actress and producer Sydney Sweeney. Critics decry a lack of diversity in the campaign. The added attention could boost sales.

Controversy over Sydney Sweeney’s ad campaign may have hurt American Eagle, with in-store visits dropping 9% in the weeks following its release.