RM Dawn Staley Demands National Apology from American Eagle After Angel Reese Snub in Sydney Sweeney Campaign
Dawn Staley’s Bold Stand Against American Eagle’s “Racist” Ad Controversy
From South Carolina’s basketball courts to the executive offices of corporate America, University of South Carolina women’s basketball coach Dawn Staley has ignited a heated debate. The three-time national champion and outspoken advocate for Black representation is calling for a national apology from American Eagle Outfitters, accusing the brand of racism after it selected actress Sydney Sweeney—rather than WNBA star Angel Reese—to front its latest jeans campaign.
During a passionate Instagram Live session on November 6, Staley didn’t hold back. “Jeans were created by us, for us,” she said. “It’s part of Black heritage, and yet we keep getting erased from our own story.”
The Campaign That Sparked Outrage
The controversy began with American Eagle’s “Great Jeans” campaign, launched in July 2025, featuring Sweeney showcasing denim pieces in nostalgic Americana scenes. The tagline—“Sydney Sweeney Has Great Jeans”—was a play on words that critics quickly condemned as racially tone-deaf, even hinting at eugenic undertones.
While the campaign boosted denim sales by 22%, it also triggered an online backlash accusing the brand of celebrating white beauty ideals while overlooking diverse voices, especially that of Angel Reese, whose influence on culture and style has been undeniable.
When Sweeney brushed off the criticism in a GQ interview—saying, “It’s just jeans, lighten up”—many felt the dismissal deepened the wound. American Eagle’s vague apology, stating it “regrets any unintended offense,” did little to calm the outrage.
Staley’s Call for Accountability
Enter Staley, 54, who has built a reputation as both a coach and a cultural critic. Speaking to her 1.2 million followers, she called out the company’s decision in strong terms:
“They picked her over Angel? A white girl with no ties to this legacy? Jeans aren’t just fabric—they’re history. Our ancestors made them, and yet we’re written out again.”
She referenced the origins of denim, linked to the labor of enslaved Black workers during the 1800s—a legacy she argued has been whitewashed in fashion history. “This isn’t just about one campaign,” she added. “It’s about who gets to tell the story. Either apologize publicly or prepare for a boycott.”
Reese echoed her mentor’s stance on X (formerly Twitter): “Our culture built this. Time to see us in it.” The hashtag #JeansForUs soon went viral, surpassing 2.5 million impressions in just two days.
Fallout Across the Fashion Industry
The backlash extended beyond social media. Analysts reported a 3% dip in American Eagle’s stock and a 12% decline in urban market foot traffic following boycott pledges. A Change.org petition demanding that Reese front a new, corrective campaign has already topped 100,000 signatures.
Celebrities weighed in as well—Megan Thee Stallion backed Staley’s remarks, while conservative commentator Jason Whitlock dismissed the controversy as “woke outrage.” Meanwhile, Sweeney fanned the flames further with an Instagram Reel captioned, “Jeans > Drama,” which gained 10 million likes but drew half a million negative comments.
A Deeper Legacy
For Staley, the issue cuts deeper than a single ad. It highlights a long-standing contradiction in fashion: Black creativity drives trends, yet white figures often profit most from them. From denim’s historical roots in Black labor to its dominance in hip-hop culture, she argues, Black influence is undeniable—and consistently undercredited.
“Apologize publicly, feature Angel, or watch us walk,” Staley warned.
As of mid-November, American Eagle has promised to host “community listening sessions” but still hasn’t issued a full apology. Sweeney told Variety she feels “sympathy for the hurt” but maintains she was “just doing her job.” Reese, following a 20-point game against the Fever, said simply, “I’m hooping, but I’m watching. Legacy matters.”
What began as a denim campaign has now become a cultural flashpoint—forcing both brands and fans to confront who truly “owns” the story of American fashion.
