American Eagle launched a limited-edition collaboration with Travis Kelce's Tru Kolors brand, featuring vintage T-shirts, reimagined varsity jackets, cricket sweaters, rugby polos and utility cargo pants. The AE x Tru Kolors collection was more than a year in the making and names Kelce as creative director of design and creative decisions. Shares of American Eagle Outfitters rose over 8% in midday trading following the announcement. Travis Kelce has been publicly linked to singer Taylor Swift for two years and news of his recent proposal and engagement to Swift went viral. The partnership follows a controversial American Eagle advertising campaign featuring Sydney Sweeney that drew criticism for alleged eugenics implications.
Shares of American Eagle rose Wednesday after football star Travis Kelce announced a partnership with the apparel brand, just one day after news of his proposal and engagement to singer Taylor Swift went viral on the internet. Kelce, an NFL player and tight end for the Kansas City Chiefs, has been dating Swift for the past two years-and is often photographed next to the pop star in bold, colorful outfits.
The collaboration is a limited-edition partnership between Kelce's Tru Kolors sportswear and lifestyle brand. More than a year in the making, AE x Tru Kolors by Travis Kelce pairs the popular clothing brand with one of the most recognizable faces in football and entertainment. The collaboration includes vintage T-shirts, reimagined varsity jackets, cricket sweaters, rugby polos and utility cargos pants.
In that ad, Sweeney says-"Jeans are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color . . . My jeans are blue," followed by the tagline: "Sydney Sweeney has great jeans." The ad has been criticized for the double meaning of the word "jeans" as "genes." The implication that blonde hair and blue eyes represent superior genes is an example of Nazi eugenics at worst, and at best, is in bad taste.
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