We delivered a multi-channel campaign centred around AEO’s limited-edition Pride collection; a PR campaign and in-store activations, with all sales profits directly benefiting the It Gets Better Project.

Recognising that while inclusivity is a core value for Gen Z, many LGBTQIA+ youth feel unable to fully participate in Pride celebrations. To bridge this gap, we reimagined AEO’s Pride float, making it the most inclusive ever for New York Pride.

Through Facebook Live (yes, this dates this work 😅), nearly 100,000 fans worldwide joined to experience the energy, excitement and inclusivity of Pride - riding alongside American Eagle through the streets of New York.

By blending physical and digital participation, this activation transformed Pride into a truly accessible experience, amplifying AEO’s commitment to inclusivity and driving meaningful impact for the queer community.