Don’t Blink: Marketing by Turning Controversy into Growth with Craig Brommers

Episode notes

In this episode of Adspeak by ADWEEK , host Ryan Joe speaks with Craig Brommers, CMO of American Eagle, about how bold and polarizing marketing can translate into real business growth. Brommers breaks down the strategy behind American Eagle’s headline-grabbing celebrity campaigns, including how the brand gained over a million new customers by refusing to retreat amid social media backlash. The conversation explores risk-taking and crisis management, while exploring why data and not online noise should guide decision-making. From building momentum like a serialized show to tapping into cultural moments that resonate with Gen Z, this episode offers a clear playbook for modern retail marketers.