Shares of American Eagle have been rallying due to a new ad campaign featuring actress and producer Sydney Sweeney. Critics decry a lack of diversity in the campaign. The added attention could boost sales.

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

The actress plays the role of Penny Jo, a young waitress in a small town with dreams of being a country singer (Courtesy Lionsgate).