From Yamal to the Mall: How American Eagle Is Staging Its Back-to-School Marketing

American Eagle officially kicked off its crucial back-to-school marketing campaign on Wednesday, with details shared with Marketing Dive. The campaign will span social media content, experiential events, and brand advertising, including a 30-second YouTube ad and paid social promotions. The overall marketing will focus on mall culture, campus life, and sports atmosphere.

The sports angle is especially timely: Spanish football rising star Lamine Yamal signed a five-year global ambassador deal with the brand in January, and he just helped his national team win the World Cup on Sunday. The 19-year-old prodigy released his first ad with the brand last month and will now play an even bigger role in the back-to-school campaign.

"I'm not saying this as a chief marketing officer who sometimes exaggerates: this is our most exciting talent partnership in the future, and we can't believe all the stars aligned—everything we dreamed of is coming true in real time," American Eagle CMO Craig Brommers told Marketing Dive. "This reflects the reality of modern marketing: you plan thoroughly, then suddenly something exciting happens, you pivot quickly, and make the most of it."

After Spain won the World Cup, American Eagle quickly celebrated Yamal's victory by temporarily changing its brand name to "Lamine's Eagles" and declaring its Instagram page a "Lamine Yamal fan account." The brand also launched social ads themed around Yamal and football, featuring CGI effects that echo recent ads on the Times Square billboard.

"American Eagle's marketing team is working around the clock to ensure we amplify Lamine's impact throughout the entire back-to-school season," Brommers said. "The team hasn't stopped coming up with new ideas and surprises, and we're preparing for a product collaboration launch around Labor Day weekend."

American Eagle seems adept at finding the right celebrity partner at the right time. Last year, the brand's partnership with actress Sydney Sweeney was memorable—despite controversy, it attracted new customers and briefly reversed declining sales. In February, the brand partnered with country singer Ella Langley, whose song "Choosin' Texas" just topped the Billboard Hot 100 chart for 14 consecutive weeks. Both Sweeney and Langley will appear in this back-to-school campaign.

"I never think celebrities should define a brand, but the right celebrity can definitely amplify brand influence," Brommers said.

Gen Z Returns to Malls and Campuses

Beyond heavyweight brand partners, American Eagle will also focus on other Gen Z engagement scenarios in its back-to-school campaign, with the mall being the most important. According to PwC data cited by the brand, this demographic's share of mall foot traffic increased 57% year-over-year—a behavioral shift that has also influenced competitor Aéropostale's recent marketing strategy.

"We're basically back to pre-pandemic mall traffic levels... and that traffic is driven by young people eager to return to real life and make real connections with real people. The number of in-mall activations we're doing this season exceeds anything in my five years as CMO," Brommers said.

To capitalize on Gen Z's return to malls, American Eagle will offer in-store events, discount days, and exclusive denim product launches. During the first week of August, customers who try on jeans in-store and scan a QR code will have a chance to win a lifetime supply of jeans, and the brand will also encourage its creator community to visit local stores for product experiences and content creation.

"When someone takes the time and effort to drive, pay for gas, park, and walk into a mall, it's no longer a simple transaction. They want an experience," Brommers said. "That's now just as important as creative campaigns or media strategy. The key is how to engage Gen Z in real time, authentically."

To bridge the online-offline gap, American Eagle will launch a social-first, influencer-led content series called "Mall Diaries," aiming to capture the spontaneity and social connection of malls while incorporating Y2K nostalgia—a strategy proven effective in engaging Gen Z consumers.

Beyond malls, the brand will also hit college campuses in August, focusing on sorority chapters at the University of Alabama, Arizona State University, the University of Florida, and Ohio State University. These influencer-led partnerships will include product showcases, giveaways, and dorm makeover content, aiming to tap into #RushTok, the social media trend around sorority recruitment.

"RushTok isn't just about the young women participating in sorority recruitment—it's about real-time viewing—watching the outfits, the drama, and the excitement of recruitment," Brommers said of the trend.

Overall, American Eagle's back-to-school marketing aims to help the brand stand out in a season where consumer spending is expected to remain flat. According to Deloitte's latest back-to-school survey, planned spending is expected to peak in late July and early August, returning to pre-pandemic trends.

"Back-to-school season is now stretched out—it's no longer just shopping in the first two or three weeks. Kids return to campus, see what everyone's wearing, go back to the mall for more, and then weather changes trigger new needs," Brommers explained. "We're ready this year to make the most of a 10-week back-to-school sprint."