Back-to-school is the “Super Bowl of denim,” and American Eagle CMO Craig Brommers leaned into that moment with the bold Sydney Sweeney-led campaign that sparked both major buzz and heated debate. In this candid conversation, ADWEEK and Brommers unpack the strategy behind the “Summer of Sweeney,” how the brand navigated backlash, and what it takes to embrace risk in pursuit of cultural relevance. Join us to gain actionable insights into balancing bold creative with accountability and how to turn controversy into momentum in a hyper-competitive marketplace.