WNBA star Angel Reese has ignited a firestorm after publicly calling for a boycott of American Eagle, denouncing the brand’s latest ad campaign featuring actress Sydney Sweeney as “disgusting and disrespectful to black culture.” Her sharp criticism, shared during an Instagram Live session, quickly went viral, sparking a nationwide debate over cultural appropriation, brand responsibility, and the growing influence of athletes in shaping public opinion and consumer behavior.
The controversy centers on campaign images of Sweeney modeling American Eagle’s signature casual clothing, including one photograph where she is seen wearing a durag. For Reese, and many others in the black community, this crossed the line from fashion statement into cultural insensitivity. She argued that the ad trivialized an item deeply rooted in black culture, reducing it to a trendy accessory without acknowledging its historical and cultural significance. This sentiment resonated with thousands online, who echoed Reese’s frustration and launched hashtags such as #BoycottAmericanEagle and #AngelReese, which quickly trended across social platforms.
Supporters flooded Twitter, Instagram, and TikTok with messages of solidarity, sharing their own experiences of cultural appropriation in advertising and fashion. Many felt that Reese’s criticism gave voice to a broader frustration over how black culture is often used in marketing campaigns without proper respect, recognition, or representation. The American Eagle controversy is hardly the first time a fashion brand has faced backlash over cultural missteps. Over the years, numerous companies have been called out for releasing products or advertisements that borrow from marginalized communities without credit or context.
From offensive imagery to the misuse of hairstyles and clothing styles, these repeated incidents have made consumers more alert and vocal when they feel a line has been crossed. Reese’s comments tapped directly into that growing awareness, and her status as both a celebrated athlete and a cultural figure amplified the outrage. Understanding the roots of her criticism requires an understanding of cultural appropriation itself. At its core, appropriation occurs when elements of one culture are adopted by another—often the dominant culture—without respect for their original meaning or significance.
This not only strips away context but can also commercialize cultural symbols in ways that benefit brands while giving nothing back to the communities those elements came from. In the case of the American Eagle ad, the use of a durag by a non-black actress struck many as a glaring example of appropriation. Critics argued it exemplified how corporations profit from black culture while ignoring the struggles, history, and meaning tied to those cultural expressions. Representation in media and fashion matters deeply. For minority communities, seeing themselves portrayed authentically in advertising can validate their identity and affirm cultural pride.
Conversely, when representation is stereotypical, dismissive, or appropriated without acknowledgment, it can reinforce harmful narratives and leave communities feeling unseen or disrespected. That is why moments like this are more than marketing blunders—they are reminders of the power brands have to either uplift or alienate. Reese’s role in this controversy underscores how athletes today wield influence far beyond the court or field. With millions of followers across Instagram, TikTok, and Twitter, her voice reaches a diverse and engaged audience. Known as “Basketball Doll” to her fans, she is admired not just for her accomplishments on the court but also for her authenticity, candor, and willingness to speak out on social issues.
When she calls a campaign “disgusting,” her words carry weight, mobilizing her supporters to action and placing immense pressure on the brand in question. History shows that boycotts can have serious consequences. Past movements have led companies like Nike, Adidas, and others to change labor practices, adjust product lines, or reframe their advertising strategies. Consumer activism, especially when championed by high-profile figures, has repeatedly forced corporations to listen, adapt, and sometimes apologize. For American Eagle, the stakes are high. A boycott, if widely adopted, could not only cause a dip in sales but also damage its long-term reputation.
Brands rely heavily on trust and positive image, and negative publicity of this scale can linger, pushing customers toward competitors and even rattling investors. Navigating these controversies requires swift and genuine responses from companies. Marketing experts stress that the first step is acknowledgment—issuing a sincere apology that shows the brand is listening. The next step is action, whether that means pulling offensive ads, diversifying creative teams, or collaborating with voices from the communities represented. Consumers today demand authenticity and accountability, and brands that fail to demonstrate those values risk losing cultural relevance.
Angel Reese’s call to boycott American Eagle is not just a reaction to one ad but part of a broader cultural moment where athletes, influencers, and consumers are holding brands accountable like never before. Her condemnation of Sydney Sweeney’s ad as “disgusting and disrespectful to black culture” serves as a reminder that representation matters and that insensitivity in advertising can no longer be brushed aside as a minor misstep. The incident highlights both the risks brands face when they neglect cultural awareness and the immense power that public figures now wield in shaping conversations about identity, inclusion, and respect in the modern marketplace.
