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

Foot traffic is down at American Eagle by almost 9% year-over-year for the week of Aug. 3, according to retail data firm Pass_by.

American Eagle sparked a firestorm online late last month when the clothing company released a commercial featuring Sweeney, an actress known for her roles on Euphoria and The White Lotus.