Photo source: American Eagle
American Eagle has launched a nationwide ambassador program for content creators called AE Creator Community, aimed at building long-term relationships with creators and developing continuous brand presence on social platforms. The program introduces a points-based system that rewards regular content posting and interaction with the brand.
Creators can collect points through weekly and monthly challenges – such as posting styling videos or Instagram Stories featuring American Eagle products, while rewards include products, gift cards, affiliate commissions, exclusive discounts and opportunities to appear on the brand’s owned channels. Points are valued at $1 for every 1,000 accumulated.
The program is open to U.S. consumers aged 18 and older who have at least 1,000 followers on at least one social platform. The company’s ambition is to build its largest creator community to date and evolve influencer marketing beyond the one-off campaign model.
From celebrity campaigns to a broader creator base
American Eagle has drawn attention in recent years with campaigns featuring well-known personalities such as Travis Kelce, Martha Stewart and Sydney Sweeney. AE Creator Community, however, focuses on a broader creator base, including microinfluencers with smaller but engaged audiences.
The program builds on the previously launched Live Your Life Affiliate Community initiative from last spring, while the rewards structure itself represents a new step in structuring a long-term creator ecosystem.
“The more they create, the more they earn, and the more visible they become within the AE community. In short, participation and creativity are rewarded just as much as reach,” the program announcement states.
The launch of AE Creator Community comes as more retail brands develop their own creator marketplace programs. Macy’s expanded its Style Crew affiliate program in January with the goal of reaching 1,000 members, while Sephora introduced My Sephora Storefront last fall.
At the same time, American Eagle is expanding influencer activities beyond social media. In May 2025, the brand launched the Substack newsletter Off the Cuff, and its broader approach to creator marketing was discussed at this year’s National Retail Federation Big Show.
“We know that influencers represent who our customer is – that’s the most important part. For us, it’s about finding the balance between aspirational and inspirational, which all of our partners share,” said Ashley Schapiro, vice president of marketing, media, performance and engagement at American Eagle.
