American Eagle Outfitters’ recent celebrity campaigns, featuring “Euphoria” star Sydney Sweeney and Kansas City Chiefs tight end Travis Kelce, have boosted brand awareness, engagement, and customer acquisition nationwide, according to the company’s executives.

The Sweeney campaign, launched in late July, generated notable attention and controversy for its imagery and messaging, while search interest and website traffic rose significantly.

For the fiscal second quarter ending Aug. 2, American Eagle reported net income of $77.6 million and $1.28 billion in revenue, slightly exceeding expectations, with comparable sales down 1% overall but up 3% at its Aerie chain, the Wall Street Journal has reported.

The company expects low single-digit comparable sales growth in the third and fourth quarters, and its stock jumped nearly 25% in after-hours trading following the earnings report.