Lamine Yamal signs five-year deal with American Eagle
Lamine Yamal has signed a five-year off-the-pitch deal with American Eagle (AE), months after the brand broke the internet with its “fantastic ad,” praised by Donald Trump, reports BritPanorama.
The deal, revealed today, marks the retailer’s first extended partnership with an international sporting talent, underscoring its commitment to engaging with emerging stars.
Beginning in summer 2026, the collaboration will involve talent-driven advertising campaigns alongside exclusive product lines featuring the young football star. American Eagle indicated that Yamal’s global popularity and charisma on and off the field make him an ideal long-term partner.
In a statement, Yamal expressed enthusiasm about the partnership, stating, “I couldn’t be more excited to begin this journey with American Eagle. Off the field, I like to play a lot with fashion trends, and as a leading lifestyle and denim brand, AE has the products to help me bring my energy and style to life.”
Jennifer Foyle, President and Executive Creative Director at AE & Aerie, highlighted the importance of sports to the brand’s audience, noting that American Eagle sits at the intersection of culture for its community, where sports play a significant role. She acknowledged football’s unmatched global fanbase, asserting that this extended collaboration positions the brand prominently within that passionate community.
The partnership follows a significant boost for American Eagle sparked by Trump’s comments regarding its advertisement featuring model and actress Sydney Sweeney. The ad gained considerable attention, resulting in shares of American Eagle soaring by more than 23 percent after Trump described it as “the ‘HOTTEST’ ad out there.”
Critics of the advertisement branded it as promoting “eugenics” due to its wordplay on genetics, while supporters viewed it as a victory against “woke” representation in media. In responding to inquiries about the ad, Trump had noted, “I love her ad” and praised its creative appeal upon discovering Sweeney’s Republican affiliation.
As the landscape of sports sponsorship evolves, Yamal’s partnership with American Eagle signals an intriguing blend of sports and fashion, illustrating how even the world of athletics is not immune to the currents of popular culture. It serves as a reminder of how the lines between sports, fashion, and politics continue to blur in today’s media landscape.
