• by Sarah Mahoney  @mahoney_sarah, July 26, 2024

It’s hard to overestimate the importance of fresh jeans for Day One of school, and American Eagle Outfitters and Gap are finding new ways to get back-to-school attention.

American Eagle Outfitters is banking on athlete firepower, with tennis phenom Coco Gauff and NFL quarterback Trevor Lawrence. A reinvention of its 20-year-old “Live Your Life” campaign, this version is an ode to self-expression, urging people to go out and do everything they love in clothes that make them happy.

“We are returning to our roots with 'Live Your Life’—a celebration of American Eagle’s heritage and a reinvigoration of an iconic brand built on self-expression, belonging and endless possibility,” says Jennifer Foyle, president and executive creative director, in the announcement.

The new campaign reinforces the company’s positioning as the go-to source for denim and does a lot to explain why AE continues to be the most sought-after jeans label for teens. In terms of apparel, American Eagle ranks second in Piper Sandler’s ranking of teen brands, just behind Nike.

The campaign also features actors Kristine Froseth and Nikki Rodriguez, all shot with a retro vibe, channeling connection and optimism.

In addition to the video, the Pittsburgh-based company will flood social media, with more than 200 influencers and creators sharing their own “Live Your Life” message on TikTok and Instagram. Many are being created with Gen Z’s latest fascination: disposable cameras.

An immersive experience in New York City allows people to interact with the campaign, and the company is planning guerilla-style marketing with video projections, 3D billboards and wild postings around the U.S.

The teen retailer is also introducing a clothing line with Gauff, the tennis star’s first-ever fashion collaboration, called Coco Gauff x American Eagle. Debuting next month, the line includes tops, a denim skirt and jeans, and a denim jacket emblazoned with her “Thank you to the people who didn’t believe in me.”

Self-expression is also the message of Gap’s new “Just Dance” campaign, highlighting music, fashion, and dance. In baggy denim, familiar hoodies and varsity jackets, the cast demonstrates the confidence kids gain from feeling at home in their clothes.

Kids aren’t the only ones who’ll feel good watching this spot. If the duo directing the kids look familiar, that’s because they are: The ad reunites Jon Heder and Efren “Pedro” Ramirez, who starred together in 2004’s classic “Napolean Dynamite.” 

The San Francisco-based company says the campaign grew from its research, which found that 86% of parents see a boost in their kids' confidence when they express themselves through fashion. And 85% say kids are more confident and enthusiastic about school when they choose their outfits for the first day.