Angel Reese, one of the WNBA’s brightest stars and most outspoken voices, has once again stirred national debate after calling for a boycott of American Eagle, blasting the clothing brand’s latest advertising campaign featuring actress Sydney Sweeney as “disgusting and divisive.” Reese made the remarks late Wednesday night in a post on her verified X account, the platform formerly known as Twitter, and almost immediately her comments set off a firestorm online, with fans, fashion industry insiders, and cultural critics weighing in on her stance.
American Eagle’s high-profile campaign, fronted by Sweeney, star of HBO’s Euphoria, has been promoted heavily across social media and on billboards nationwide. The ads feature a retro Americana theme mixed with bold, provocative styling meant to appeal to young consumers, but for Reese, the campaign crossed a line. “This is NOT the America I stand for,” she wrote. “American Eagle’s decision to push this campaign is disgusting and divisive. We deserve brands that unite, not pit people against each other. I won’t wear their clothes again, and neither should you.” Reese did not spell out exactly which aspects of the ads offended her, but sources close to the player have suggested she was unsettled by both the tone and underlying messaging, which some observers have already described as tone-deaf in the current social climate.
Almost instantly, her call for a boycott began trending across X, with hashtags such as #BoycottAmericanEagle and #StandWithAngel surging to the top of the platform. Many fans praised her willingness to take a stand, pointing to her long track record of speaking out on issues far beyond basketball, including pay equity for women athletes and cultural representation in sports and media. Supporters argued that Reese was once again using her voice to push for inclusivity and accountability from powerful brands. Critics, however, accused Reese of overreacting and unnecessarily singling out Sydney Sweeney, who is the face of the campaign but not its creator. “Sydney Sweeney didn’t design the campaign — she’s just the face of it,” one commenter wrote.
“Going after her personally isn’t the solution.” Others questioned whether Reese’s approach risked dividing fans rather than uniting them, with some suggesting her outrage was misplaced. As of Thursday morning, neither American Eagle nor Sydney Sweeney had issued a public response to Reese’s remarks. The brand’s official social media accounts continued to promote the campaign without acknowledging the controversy, leaving observers to speculate about whether the company would eventually respond or attempt to ride out the storm.
Media experts noted that in today’s hyper-connected digital landscape, even a single viral post by a celebrity athlete can create enormous consequences for a major brand, particularly when the controversy taps into broader cultural debates about representation, messaging, and inclusivity. Reese’s willingness to confront American Eagle publicly reflects both the power and risk of athlete activism. Known not just for her dominance on the basketball court but also for her bold personality, Reese has made a name for herself as someone unafraid of controversy. She has consistently used her influence to raise awareness on causes she believes in, from calling for equal pay in the WNBA to speaking out about cultural and social issues.
Yet, experts caution that taking on a major company with a call for a boycott is a move that comes with serious stakes. Media analyst Jordan Castillo explained, “This is a high-visibility, high-risk move. If public sentiment swings against her, she could alienate sponsors and create lasting brand tension. But if she taps into a broader feeling of discontent, she could force American Eagle to respond — or even alter the campaign.” The situation highlights the double-edged sword that comes with modern athlete activism. On one hand, athletes like Reese can mobilize massive audiences and shape conversations beyond their sport. On the other, they run the risk of backlash from fans, brands, and media outlets if their message fails to resonate with the broader public. Reese, however, appears undeterred by the criticism.
With millions of fans around the world and an ever-growing cultural presence, she knows the weight of her words carries influence. Whether American Eagle chooses to engage with her criticism or continue promoting its campaign unchanged remains to be seen, but one thing is certain: Reese’s willingness to speak her mind has once again positioned her as a leading figure in the ongoing conversation about the intersection of sports, culture, and consumer power. Her stance underscores both the potential impact and the risks of athlete-led calls for accountability in an era where a single tweet can shift the national conversation overnight.
