American Eagle Outfitters is doubling down on its strategy to connect with Gen Z consumers, launching a revamped creator program designed to tap into the power of micro-influencers. The new initiative, dubbed the AE Creator Community, aims to build lasting relationships with a wider range of content creators, moving beyond traditional advertising and embracing a more authentic, community-driven approach to marketing. This shift comes as affiliate marketing continues to grow, driving an estimated $210 billion in U.S. Ecommerce sales in 2025.
The retailer’s move reflects a broader trend in the industry, where brands are increasingly recognizing the influence of everyday consumers in shaping purchasing decisions. Rather than relying solely on celebrity endorsements or large-scale ad campaigns, American Eagle is betting on the authenticity and relatability of creators with smaller, but highly engaged, followings. The focus on “scale,” as Ashley Schapiro, American Eagle’s vp of marketing, media, performance and engagement, explained, is about reaching a diverse audience through a multitude of voices. This strategy is particularly crucial for brands targeting Gen Z, a demographic known for its skepticism towards traditional marketing tactics.
Gamifying the Creator Experience
The AE Creator Community builds upon an existing affiliate program, “Live Your Life,” launched last year. That program allowed creators to earn discounts and commissions on products they promoted. The new iteration adds a gamified element, rewarding creators with points for posting content featuring American Eagle products and completing monthly challenges. These points can then be redeemed for gift cards and merchandise. For example, creators who share a “haul video” showcasing recent purchases receive 1,500 points, equivalent to $1.50 in product credit, according to Schapiro. A recent Valentine’s Day campaign encouraged creators to style outfits using American Eagle denim.
The program’s accessibility is intentional. To qualify, creators need only be 18 years or older, reside in the U.S., and have at least 1,000 followers on a single social media platform. This relatively low barrier to entry is designed to attract a large pool of micro-influencers, rather than focusing on a select few with massive reach. American Eagle is also fostering a sense of community within the program, providing a dedicated chatroom where creators can interact directly with American Eagle representatives.
Building Direct Relationships with Influencers
Whereas American Eagle already collaborates with established affiliate marketing platforms like ShopMy and LTK, the company opted to build the AE Creator Community internally. Schapiro explained that this decision was driven by a desire to forge more direct connections with influencers and gain ownership of the content they create. “Owning the platform also allows American Eagle to obtain the rights to creators’ content for its own marketing,” she said.
This strategy acknowledges the growing importance of user-generated content in driving sales. According to Schapiro, creator-led content often outperforms brand-created content on social media. “It’s critical for us to start thinking about content as commerce,” she emphasized. The company has seen early success with the program, with 911 creators signing up since its launch on February 2nd, including over 200 migrating from the previous affiliate program.
Navigating a Complex Marketing Landscape
American Eagle’s marketing efforts have faced scrutiny in recent months. A summer campaign featuring Sydney Sweeney drew criticism from some who accused it of promoting harmful ideologies. The company subsequently launched campaigns with NFL star Travis Kelce and country music artist Ella Langley. Despite these challenges, American Eagle Outfitters reported $1.4 billion in third-quarter earnings, with its Aerie sub-brand contributing approximately 33% of revenue.
The AE Creator Community represents a strategic investment in the future of American Eagle’s marketing. By fostering a community of authentic voices and embracing the power of micro-influencers, the company hopes to strengthen its connection with Gen Z consumers and drive continued growth. Schapiro views the program not only as a marketing tool but also as an “acquisition tool,” aiming to attract new customers through creator-driven content. The company will continue to monitor the program’s performance and adapt its strategy based on creator feedback and evolving consumer trends.
Looking ahead, American Eagle will be closely watching the engagement and conversion rates driven by the AE Creator Community. The company plans to expand the program’s features and offerings based on creator input, further solidifying its position as a brand that values authenticity and community. The next scheduled update on the program’s performance is expected during American Eagle Outfitters’ first-quarter earnings call in May.
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