There’s a stark partisan divide in how young people are reacting to American Eagle’s viral jeans ad featuring actress Sydney Sweeney. The big picture: The ad has sparked debates over “wokeness,” beauty standards and race — even pulled in President Trump.

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

Foot traffic is down at American Eagle by almost 9% year-over-year for the week of Aug. 3, according to retail data firm Pass_by.