At the CommerceNext Growth Show in New York City last month, Ashley Schapiro, vice president of marketing, media, performance and engagement at American Eagle Outfitters (AEO), shared how the apparel retailer is redefining consumer engagement by leaning into sports culture. With an emphasis on relevance, authenticity and always-on content, AEO is leveraging sports not just as entertainment, but as a powerful cultural touchstone to connect with younger consumers.

“Sports bring together all ages, genders and races,” said Schapiro, highlighting the universal and inclusive nature of fandom. “Everyone can participate in sports. Fandom spans generations and genders.” This broad appeal is exactly what AEO taps into as it outfits and partners with leading athletes across the sports landscape, including tennis star Coco Gauff and NFL quarterback Trevor Lawrence — figures who resonate strongly across Gen Z and millennial audiences.

Rather than approaching sports partnerships with a one-off mindset, AEO treats sports as a year-round opportunity to stay culturally relevant. “There’s always something happening in sports,” noted Schapiro. “Our job as marketers is to identify the hottest moments in sports culture and figure out how our brand fits into those moments.”

For example, AEO made waves when it featured Trevor Lawrence in a Super Bowl pregame commercial. Better yet, the retailer went viral when rapper Kendrick Lamar wore AE jeans during the Super Bowl halftime performance. That moment became a cultural win for the brand.

“It’s an example of how sports and culture collide,” Schapiro told the audience.

AEO is also doubling down on digital and social-first partnerships. One standout is the brand’s relationship with gymnast and influencer Livvy Dunne, whose content has become the top performing across AEO’s platforms. The launch of the #AEAthleticDept has provided a flexible platform to host collaborations with athletes like Dunne, enabling content that’s engaging, aspirational, and community-driven.

Recognizing the need for content that fuels today’s fragmented media landscape, AEO has invested in storytelling initiatives like Drafted, a digital content series from Athletes First and its content studio, GOAT Farm Media, which profiles NFL prospects on draft day as they await the call that will change their lives.

“Content is king,” Schapiro stated. “We as marketers need more content — and the right content — to fuel the channels where sports fans are consuming.”

In addition to athlete partnerships, AEO is testing emerging sports media channels such as Overtime, a platform that serves behind-the-scenes sports content for an audience primarily under 35. The retailer is also finding creative ways to embed itself into the gaming world, viewing sports gaming as an untapped opportunity for brand scale. “It’s about consistency in showing up in the game — being part of the gamer’s experience,” said Schapiro.

Beyond individual athletes and media platforms, AEO is entering into larger licensing partnerships for physical product, including deals with the NFL, NCAA, F1, and most recently expanding into soccer. These strategic moves allow AEO to tap into those sports’ broader fan bases while maintaining its cultural edge.

By authentically aligning itself with the energy and emotion of sports through both athlete partnerships and platform innovation, AEO is winning with Gen Z in ways that go far beyond apparel. As Schapiro concluded, “It’s not just about the clothes; it’s about the culture we’re creating and how we show up where our customers already are.”