Within a day of Spain successful the FIFA 2026 World Cup, American Eagle made a daring transfer. The retailer briefly rebranded as “Lamine’s Eagles,” honoring Lamine Yamal, Spain’s star participant and an American Eagle model ambassador since January. It additionally renamed one among its basic denims The AE 19, after Yamal’s jersey quantity and age.
Now, the model is making use of the identical form of velocity and fluidity to win the back-to-school season. The stakes are excessive in a busy and aggressive retail interval, or what chief advertising officer Craig Brommers has dubbed “the World Cup of denim.”