American Eagle debuts AE Creator Community, a rewards-driven program aimed at microinfluencers as retailers compete to win Gen Z and Gen Alpha on social media.
American Eagle Outfitters is doubling down on creator marketing with the launch of AE Creator Community, a new program designed to cultivate its largest network of influencers yet.
The initiative expands on the retailer’s earlier Live Your Life Affiliate Community, introduced last spring, but places greater emphasis on incentives to keep participants actively producing content for the brand.
Unlike recent American Eagle campaigns that leaned on high-profile celebrities such as Travis Kelce, Martha Stewart and Sydney Sweeney, the new effort targets creators of all sizes—especially microinfluencers with smaller but highly engaged audiences.
Retailers Race to Recruit Creators
The move reflects a broader shift across retail as marketing dollars flow toward social platforms favored by Gen Z and Gen Alpha.
Macy’s recently expanded its Style Crew affiliate program with a goal of reaching 1,000 members, while Sephora last year launched My Sephora Storefront, a creator-driven affiliate marketplace of its own. American Eagle’s latest push signals its intent to remain competitive as brands increasingly rely on everyday creators to drive authentic engagement.
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A Points-Based Rewards System
What sets AE Creator Community apart is its structured incentive model.
Participants earn points by completing challenges such as posting TikTok videos styling American Eagle outfits or sharing Instagram stories featuring the brand’s denim. Every 1,000 points converts to $1 in rewards.
Creators can redeem earnings for products, affiliate commissions, exclusive discounts and the chance to be featured on American Eagle’s official channels.
“The more they create, the more they earn, and the more visible they become in the AE community,” the company said in its announcement. “Participation and creativity are rewarded just as much as reach.”
The platform also includes forums where members can connect with one another and share feedback directly with the brand—insights that could shape future product launches.
Keeping Pace With Content Demands
American Eagle executives have previously acknowledged that the rise of video-first platforms such as TikTok has dramatically increased the need for fresh, authentic content.
AE Creator Community is intended to meet that demand by building a steady pipeline of creator-generated posts that keep the brand visible in the cultural spaces where fashion trends now take shape.
The program arrives as American Eagle broadens its influencer strategy beyond social media. Last year the company launched a Substack newsletter, Off the Cuff, and discussed its evolving creator approach at January’s National Retail Federation conference.
“We know that influencers, for all of our brands, are representative of who our customer is,” said Ashley Schapiro, American Eagle’s vice president of marketing, media, performance and engagement. “For us, it’s finding that balance between aspirational and inspirational.”
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Betting on Community Over Celebrities
By investing in a large, diverse network of everyday creators, American Eagle is betting that sustained, authentic engagement can be more powerful—and more scalable—than a handful of splashy celebrity endorsements.
In a crowded social landscape, the retailer hopes its newest community will help keep the brand woven into daily conversations—and closets—across the next generation of shoppers.
