Lamine Yamal has signed a five-year off-the-pitch deal with American Eagle (AE), months after the brand broke the internet with its "fantastic ad," praised by Donald Trump.
The deal, revealed today, represents the retailer's first extended partnership of this kind, signalling its commitment to international sporting talent.
From summer 2026, the collaboration will feature talent-driven advertising campaigns alongside exclusive product lines developed with the young football star.
The American lifestyle and denim brand described Yamal's worldwide popularity and self-assurance both on the pitch and away from it as qualities that make him the perfect long-term partner.
Speaking about the partnership, Yamal said: "I couldn't be more excited to begin this journey with American Eagle. Off the field, I like to play a lot with fashion trends, and as a leading lifestyle and denim brand, AE has the products to help me bring my energy and style to life."
Jennifer Foyle, President and Executive Creative Director at AE & Aerie, emphasised the significance of sport to the brand's audience.
She said: "American Eagle has positioned itself at the intersection of culture, and for our community, sports are a huge part of their identity."
Foyle added that football commands an unmatched global fanbase and that this extended collaboration places the brand at the centre of that passionate community.
Lamine Yamal has signed a five-year off-the-pitch deal with American Eagle
|PA
It comes after the clothing brand's stock skyrocketed when President Trump praised its denim ad featuring model and actress Sydney Sweeney.
The company divided social media users for its “Sydney Sweeney Has Great Jeans" campaign, with critics branding the ad as promoting "eugenics" for its wordplay on genetics.
While others celebrated the ad as a win against "woke" representation in media.
President Trump was asked about the advert and later posted about it on Truth Social, calling it “the 'HOTTEST' ad out there."
LATEST SPORT NEWS
American Eagle ad featuring Sydney Sweeney
|American Eagle
Trump told reporters "I love her ad" and "I think her ad is fantastic" after finding out that Sweeney is a registered Republican.
The President added: "You’d be surprised at how many people are Republicans … If Sydney Sweeney is a registered Republican, I think her ad is fantastic."
Subsequently, shares of American Eagle surged by more than 23 per cent.
The ad campaign uses a play on words to describe Sweeney’s "great genes".
President Trump was asked about the advert and later posted about it on Truth Social, calling it 'the 'HOTTEST' ad out there'
| GETTYIn the video, she said: "Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour.
"My jeans are blue."
Taking to Truth Social post, Trump criticised “woke” advertising by companies such as Jaguar and Budweiser but said Sweeney’s ad has led to jeans’ "flying off the shelves."
He also previously described Sweeney ad as “fantastic" after he was told she was a registered Republican.
Our Standards: The GB News Editorial Charter