Building on AE's focus on social, commerce, and gaming, the campaign extends into places where the Metaverse meets reality. Members Always will have extensions across Roblox, Snapchat, and TikTok where the AE community can experience, shop, game, and engage with the cast. AE will also unveil the American Eagle Future Together Philanthropic Program to spotlight a passion for giving back, supporting its community and the causes that matter most to them.
"AE's Members Always campaign represents our belief that this generation has the power to come together and create a place where everyone belongs. Coco, Joshua, Madelyn, Maitreyi, Michael, and mxmtoon share a unique point of view on today's world that empowers others to believe in the limitless possibilities of tomorrow," said Jennifer Foyle, President – Executive Creative Director, AE & Aerie. "Our Spring collection is a fresh approach to nostalgic-inspired trends. Flares are back, so are wider and looser fits, and of course, the best of the 90s. The assortment inspires customers to show up to be themselves."
AE will host a Members Always social live series featuring the all-star cast on Instagram to launch the campaign.
Creating Community in the Metaverse
Making its debut with Roblox, AE will open a metaverse adaptation of the Members Always campaign on Livetopia, a top 10 role-playing game on the platform that has amassed over 1.5BN visits. Gamers can explore the AE Members Always Club while collecting exclusive game items, including styles from the AE Spring collection to outfit their branded avatars.
AE is elevating its presence on Snapchat through new augmented reality (AR) innovations and Marker Tech that helps merge the physical and digital worlds.
Snapchatters can use a new AE Lens to play an interactive AR tennis match where they earn points aiming for Spring collection targets and shop the collection.
Use Snapchat to scan the Coco Gauff-featured store window displays and unlock an immersive AR experience. Powered by Snap Marker Tech, the display comes to life in the Snapchat camera.
American Eagle Future Together Philanthropic Program
As part of AE's belief that youth have the power to change the world, the brand introduces Future Together, a new philanthropic brand platform created to support and inspire the AE community and the causes they care about.
This year, the brand will award $200,000 in total grants to twenty recipients, igniting their journey for positive change in their local communities. Customers will be invited to share their cause-driven mission for an opportunity to be selected as a grant recipient.
The Spring cast will launch the program through social and volunteer initiatives with the causes and charity partners that are most meaningful to each of them.