American Eagle x TikTok Back To School ‘20 Campaign
American Eagle Outfitters has launched its #AExME Back To School ‘20 Campaign depicting self-expression in youth culture, particularly across social media. The brand’s latest campaign features real, everyday kids who share a passion for dance for its first-ever virtually-produced campaign inspired by TikTok, according to AE. Simultaneously, the brand is launching an innovative assortment of new jeans for Fall with the debut of its Dream and AirFlex+ Athletic fits.
Representing diverse backgrounds in dance, from ballet, jazz, hip hop to tap and contemporary, the cast includes Donyea Martin, Hannah Hawkins, Irene Luna, Jevohn Gentry, Makayla London, and Sumi Oshima. The cast was also joined by creator Addison Rae, who has over 50M TikTok followers and is the second-most-followed person on the platform.
“I have been wearing American Eagle jeans for as long as I can remember, so being a part of the back to school campaign felt authentic to my real style,” Rae said. “AE understands what my generation wants, and I love how the brand empowers kids to express themselves, which for me is through music and dance.”
The campaign which was directed, shot, and produced entirely through Zoom, illustrates the cast expressing themselves through dance, and highlights how the jeans’ advanced fabric makes for endless stretch and unparalleled comfort.
“At AE, we are always looking to engage with our customers on how and where they are spending their time – TikTok has become increasingly important,” Chad Kessler, American Eagle Global Brand President.
“Although back to school may look different this year, we know that our customers will continue to express themselves through music and dance and that social media will remain the #1 one way they interact. We believe a great fitting pair of AE jeans is the perfect back to school style no matter where that is.”
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