American Eagle’s 2025 denim campaigns from Sydney Sweeney to Travis Kelce didn’t just turn heads—they stirred debate and sparked conversation. As the holiday season rush approaches, the question is no longer just about attention, but how does a brand recover when big swings provoke an uproar? In this honest conversation, ADWEEK and CMO Craig Brommers examine the fallout from recent campaigns, the tension between relevance and risk, and what it really takes to navigate perceived cultural missteps while maintaining (or regaining) consumer trust and business momentum.