India, July 23 -- American Eagle has pulled out all the stops for its fall campaign, and they have brought Sydney Sweeney along for the ride. Titled "Sydney Sweeney Has Great Jeans," the push is not just cheeky wordplay. It marks the retailer's most expensive campaign so far, landing right before the critical back-to-school shopping rush. "This is our Super Bowl," American Eagle CMO Craig Brommers told Marketing Dive, referring to the denim boom that typically comes with the season.

"To be able to partner with Sweeney on this is saying something, and it is saying something in what has been a trickier retail environment this year, that American Eagle is still placing big bets," he added.

The move signals confidence during uncertain times...