Dawn Staley Calls Out American Eagle: “National Apology or Boycott Starts Today”
A Fiery Stand for Representation

A cultural storm has erupted across sports and fashion after University of South Carolina coach Dawn Staley publicly demanded a national apology from American Eagle Outfitters. The controversy stems from the brand’s 2025 “Great Jeans” campaign featuring actress Sydney Sweeney, which Staley and supporters say sidelined WNBA star Angel Reese and perpetuated racial exclusion in fashion marketing.

In a viral Instagram Live session, Staley—known for her championship pedigree and outspoken advocacy for Black athletes—accused American Eagle of “erasing Black legacy” from denim culture.

“Jeans were invented by us, for us,” Staley declared. “It’s a Black legacy, and y’all keep erasing us from it.”

Her words ignited a social media firestorm, with hashtags like #JeansForUs trending within hours.

The Ad That Sparked Outrage

American Eagle launched its “Great Jeans” campaign in July 2025, spotlighting Sydney Sweeney in sleek denim under the tagline: “Sydney Sweeney Has Great Jeans.” The wordplay—on “jeans” and “genes”—was slammed online for echoing eugenics undertones and reinforcing white beauty standards.

Though the ad briefly boosted denim sales by 22%, it triggered backlash for its lack of diversity. Critics noted that Angel Reese, known for her bold style and massive cultural influence, would have been a more authentic choice for a brand courting Gen Z audiences.

Sweeney dismissed the outrage in a GQ interview, saying, “It’s just jeans—lighten up.” American Eagle issued a mild statement expressing “regret for any unintended offense,” but refused to pull the ads.

Staley’s Response: “Apologize or Lose Us”

Dawn Staley’s response was swift and scathing. On social media, she called out the campaign’s lack of awareness and its historical insensitivity.

“They picked her over Angel? A white girl with no roots in this legacy? Jeans ain’t just fabric—they’re ours.”

She linked her criticism to denim’s real history: enslaved Black laborers stitched some of America’s earliest jeans during the 1800s. “Apologize nationally, feature Angel, or watch us walk away,” Staley said, ending her livestream with a direct challenge to the company.

Angel Reese soon echoed her mentor’s message, posting on X:

“Our culture built this. Time to see us in it.”

The Fallout: Hashtags, Boycotts, and Divides

Within 48 hours, the movement gained traction. #JeansForUs racked up over 2.5 million impressions, and a Change.org petition demanding American Eagle hire Angel Reese passed 100,000 signatures.

American Eagle’s stock dropped 3% following Staley’s remarks, with a reported 12% dip in urban market traffic. Supporters like Megan Thee Stallion and Sue Bird backed Staley’s stance, while conservative voices accused her of “turning fashion into politics.”

Even as debate raged, Sweeney leaned into the controversy, posting a cheeky Reel captioned “Jeans > Drama,” which received millions of likes—but also a flood of angry comments.

The Bigger Picture: Fashion’s Racial Blind Spot

Staley’s protest touches on a long-standing issue: Black creativity fuels global fashion, yet white faces often dominate brand campaigns. From denim’s origins in Black labor to its revival through hip-hop and streetwear, the pattern of exclusion persists.

“It’s erasure by design,” Staley told followers. “Apologize, feature Angel, or lose the culture you’re profiting from.”

As of early November, American Eagle announced “listening sessions” to engage communities but has not issued a full apology. Sydney Sweeney maintains she’s “sorry people felt hurt,” but insists, “I didn’t write the campaign.”

Angel Reese, meanwhile, continues her WNBA season unfazed. After a recent game, she told reporters:

“I’m hooping, but I’m watching. Legacy matters.”

A Legacy Beyond Denim

What began as an ad campaign has evolved into a cultural reckoning—forcing fashion giants to confront who gets to represent American style.

Staley’s bold stand has transformed a seasonal promotion into a national conversation on race, recognition, and respect. As hashtags rise and denim aisles empty, one truth remains clear:

Black legacies don’t fade—they demand their due.