The comments, made late last night on Reese’s verified X (formerly Twitter) account, have ignited a whirlwind of reactions from fans, fashion insiders, and cultural commentators.
The Flashpoint
American Eagle recently launched a high-profile marketing campaign fronted by Euphoria star Sydney Sweeney. The campaign, featuring a retro Americana aesthetic and playful, provocative styling, has been widely promoted on social media and billboards nationwide.
But for Reese, the imagery and messaging crossed a line.
“This is NOT the America I stand for,” she wrote. “American Eagle’s decision to push this campaign is disgusting and divisive. We deserve brands that unite, not pit people against each other. I won’t wear their clothes again, and neither should you.”
While Reese didn’t specify which aspects of the campaign she found offensive, sources close to the player suggest she took issue with both the tone and underlying themes of the shoot, which some critics have described as “tone-deaf in today’s climate.”
Backlash and Support
Almost instantly, Reese’s call for a boycott began trending, with hashtags like #BoycottAmericanEagle and #StandWithAngel climbing into the top spots on X. Supporters have praised her for speaking out, citing her history of using her platform to address social and cultural issues beyond basketball.
Critics, however, have accused her of overreacting and unnecessarily targeting a fellow woman in the public eye. “Sydney Sweeney didn’t design the campaign — she’s just the face of it,” one commenter wrote. “Going after her personally isn’t the solution.”
Silence from American Eagle — For Now
As of Thursday morning, neither American Eagle nor Sydney Sweeney has issued a public response to Reese’s remarks. The brand’s official social media accounts continue to promote the campaign without reference to the growing controversy.
Industry experts note that in today’s interconnected media environment, even a single tweet from a celebrity like Reese can cause substantial ripples for a major fashion brand — especially when it connects with larger conversations about representation, messaging, and cultural tone.
The Power and Risk of Athlete Activism
Reese, known as much for her outspoken personality as her dominance on the basketball court, has a track record of using her influence for causes she believes in. Whether advocating for WNBA pay equity or speaking out on cultural issues, she rarely shies away from controversy.
But experts caution that direct boycotts can be a double-edged sword. “This is a high-visibility, high-risk move,” said media analyst Jordan Castillo. “If public sentiment swings against her, it could alienate sponsors and create lasting brand tension. But if she taps into a broader feeling of discontent, she could force American Eagle to respond — or even alter the campaign.”
