NEW YORK (AP) — U.S. fashion retailer American Eagle Outfitters wanted to make a splash with its new advertising campaign starring 27-year-old actor Sydney Sweeney.

The ad blitz included “clever, even provocative language” and was “definitely going to push buttons,” the company’s chief marketing officer told trade media outlets.

It has.

The question now is whether some of the public reaction the fall denim campaign produced is what American Eagle intended.

Titled “Sydney Sweeney has great jeans,” the campaign sparked a debate about race, Western beauty standards, and the backlash to “woke” American politics and culture.

Most of the negative reception focused on videos that used the word “genes” instead of “jeans” when discussing the blonde-haired, blue-eyed actor known for the HBO series “Euphoria” and “White Lotus.”

Some critics saw the wordplay as a nod, either unintentional or deliberate, to eugenics, a discredited theory that held humanity could be improved through selective breeding for certain traits.

Marcus Collins, an assistant professor of marketing at the University of Michigan’s Ross School of Business, said the criticism for the ad could have been avoided if the ads showed models of various races making the “genes” pun.

“You can either say this was ignorance, or this was laziness, or say that this is intentional,” Collins said. “Either one of the three aren’t good.”

Other commenters accused detractors of reading too much into the campaign’s message.

The ad blitz comes as the teen retailer, like many merchants, wrestles with sluggish consumer spending and higher costs from tariffs. American Eagle reported that total sales were down 5% for its February-April quarter compared to a year earlier.

A day after Sweeney was announced as the company’s latest celebrity collaborator, American Eagle’s stock closed more than 4% up. Shares were volatile this week and trading nearly 2% down Wednesday.

In a news release, the company noted “Sweeney’s girl next door charm and main character energy – paired with her ability to not take herself too seriously – is the hallmark of this bold, playful campaign.”

In one video, Sweeney walks toward an American Eagle billboard of her and the tagline “Sydney Sweeney has great genes.” She crosses out “genes” and replaces it with “jeans.”

But what critics found the most troubling was a teaser video in which Sweeney says, “Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue.”

The video appeared on American Eagle’s Facebook page and other social media channels but is not part of the ad campaign.

While remarking that someone has good genes is sometimes used as a compliment, the phrase also has sinister connotations. Eugenics gained popularity in early 20th century America, and Nazi Germany embraced it to carry out Adolf Hitler’s plan for an Aryan master race.

Civil rights activists have noted signs of eugenics regaining a foothold through the far right’s promotion of the “great replacement theory,” a racist ideology that alleges a conspiracy to diminish the influence of white people.

Marketing experts offer mixed opinions on whether the attention surrounding “good jeans” will be good for business.

“They were probably thinking that this is going to be their moment,” Myles Worthington, the founder and CEO of marketing and creative agency WORTHI. “But this is doing the opposite and deeply distorting their brand.”

Other experts say the buzz is good even if it’s not uniformly positive.

“If you try to follow all the rules, you’ll make lots of people happy, but you’ll fail,” Adamson said. “The rocket won’t take off.”

American Eagle Outfitters has a message to its critics. In a statement posted on their Instagram account on Friday, the retailer said the ad campaign “is and always was about the jeans. Her jeans. Her story. We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.”