WNBA star Angel Reese has set off a major controversy by urging a boycott of American Eagle, blasting the clothing retailer’s latest advertising campaign featuring actress Sydney Sweeney as “disgusting and disrespectful to black culture.” Her blunt criticism, delivered during an Instagram Live session, has quickly spread across social media, fueling heated discussions about cultural appropriation, brand responsibility, and the growing influence of athletes in shaping public opinion and consumer behavior.
The campaign in question showcased Sweeney modeling American Eagle’s familiar casual wear, but one image in particular has become the lightning rod for outrage: a photo of her wearing a durag. While the company may have intended it as a bold fashion choice, many, including Reese, saw it as a careless appropriation of an important cultural symbol tied deeply to black identity. Reese’s condemnation struck a chord with fans and followers, many of whom echoed her frustration and began amplifying her call to action. Hashtags like #BoycottAmericanEagle and #AngelReese trended almost immediately, with thousands of people sharing their own experiences of seeing brands mishandle cultural imagery. The outcry underscored the fact that for many consumers, particularly younger generations, cultural sensitivity and authenticity are essential qualities they expect from brands they support.
Reese’s response highlighted the broader issue of cultural appropriation in fashion. At its core, appropriation happens when elements of one culture are adopted by members of another, often more dominant culture, without any understanding or respect for their original meaning. This not only strips away context but also commercializes traditions in ways that profit companies while offering no recognition or benefit to the communities from which those traditions come. For critics, seeing a white actress like Sweeney in a durag felt like yet another example of black culture being reduced to an aesthetic while its historical and cultural significance was ignored.
The outrage over American Eagle is not an isolated incident. Fashion brands have a long history of stumbling into cultural controversies, from offensive depictions in ads to products that mimic sacred or symbolic items without context. Some beauty brands have been criticized for racist imagery in the past, while others have been called out for appropriating black hairstyles or clothing styles without crediting their origins. These missteps have made consumers more vigilant, and the widespread backlash against American Eagle shows just how little tolerance there is today for what many see as exploitation. Beyond the immediate anger, the debate highlights why representation matters so deeply in media and fashion.
For minority communities, seeing themselves portrayed authentically can be empowering and affirming. Accurate representation validates identity and shows respect for cultural heritage. Conversely, when brands dismiss or misrepresent cultural elements, the harm goes beyond marketing—it reinforces negative stereotypes and makes people feel erased or disrespected. Reese’s outspoken stance demonstrates how athletes today wield cultural influence that extends far beyond their sports. Known to fans as “Basketball Doll,” she has become a household name not just for her achievements on the court but also for her authenticity and willingness to speak out on social issues.
With millions of followers across social media platforms, her voice carries immense weight. When she calls something “disgusting,” it resonates with an audience that trusts her, and it has the power to mobilize consumer action in ways that rival traditional marketing campaigns. History has shown that boycotts can bring real consequences. Companies like Nike and Adidas have faced significant public backlash in the past over labor practices or human rights concerns, and in many cases, the pressure has forced changes. In fashion, brands have pulled products, restructured campaigns, and even issued public apologies after widespread criticism. Boycotts not only affect immediate sales but can also tarnish a company’s reputation, driving away loyal customers and damaging investor confidence.
For American Eagle, the risk is clear: if Reese’s call to action gains traction, the brand could face serious financial and reputational fallout. Marketing experts stress that when brands find themselves in the middle of such controversies, the key is to respond quickly and genuinely. A sincere apology can go a long way in showing that the company understands the harm caused, but actions must follow words. That may include pulling problematic images, diversifying creative teams, or engaging directly with communities to ensure respectful representation in the future. Consumers today demand authenticity from brands, and they are increasingly unwilling to forgive campaigns that feel tone-deaf or exploitative.
Reese’s boycott call also reflects a larger shift in the advertising world. In the past, companies had near-total control over their messaging. Now, influencers and athletes have the ability to amplify or dismantle a campaign with a single post, and their authenticity often resonates more strongly with audiences than traditional corporate statements. Brands must adapt to this new reality by treating cultural respect not as an afterthought but as a central part of their identity. Angel Reese’s decision to call out American Eagle is more than just a reaction to one ad—it is a reminder of the power of representation, the importance of cultural sensitivity, and the influence that public figures wield in shaping modern consumer culture.
Her words tapped into long-standing frustrations about how black culture is portrayed in mainstream advertising, and her willingness to take a stand illustrates how today’s athletes can drive conversations that extend well beyond sports. For American Eagle, the controversy is a stark warning that brands can no longer afford to dismiss these concerns. For consumers, it is a reminder that their voices, especially when united behind powerful advocates, can shape the way companies behave.
