From Yamal to the Mall: How American Eagle Is Going Back to School

From Yamal to the mall: How American Eagle is going back to school

Chief Marketing Officer Craig Brommers details the retailer’s extensive marketing for the crucial season, which kicks off days after global ambassador Lamine Yamal and his team won World Cup gold.

Lamine Yamal’s Marketability Soars With American Eagle Collection

He arrived at the FIFA World Cup as one of soccer’s brightest young talents. He left as arguably its most marketable athlete.

American Eagle Shook Up Its Back-to-School Playbook to Reach a Fragmented Gen Z

For back-to-school season, American Eagle is leaning on three brand ambassadors, including World Cup champion Lamine Yamal, to reach three Gen Z subcultures.

American Eagle to Launch Lamine Yamal Capsule for Back-to-school

American Eagle teams up with soccer star Lamine Yamal for a back-to-school capsule, featuring 25 co-branded pieces inspired by his style and heritage.

American Eagle X Lamine Yamal: Inside The Five-Year Partnership And Debut Capsule

American Eagle x Lamine Yamal: Inside the Five-Year Partnership and Debut Capsule American Eagle’s first co-branded capsule with Lamine Yamal, a 25-piece men’s and unisex collection spanning denim, woven bottoms, rugby shirts, and sweaters in a palette of greens, tans, whites, and burgundy drawn from Yamal’s hometown, launches September 3 as part of a five-year global ambassador deal. The partnership was signed earlier in 2026; Yamal went on to …