American Eagle Launches Proprietary Affiliate Program

American Eagle is betting on creator partnerships with the launch of its first proprietary affiliate program, representing a significant strategic pivot for the popular denim brand as it seeks to strengthen connections with its core Gen Z audience.

The “Live Your Life” affiliate community, named after American Eagle’s recent marketing campaign, marks the brand’s first foray into managing its own creator network after years of successful partnerships with established affiliate platforms like LTK and ShopMy.

Initially soft-launched in March, the program is now ramping up marketing efforts ahead of summer and the critical back-to-school season, according to American Eagle CMO Craig Brommers. “It’s an opportunity to help us scale from a commerce perspective and scale from a content perspective,” Brommers explained, describing the initiative as the beginning of “the next phase” in creator partnerships where “friends and ambassadors of the brand can also be our business partners.”

The timing of this launch appears calculated. On March 12, American Eagle reported fourth-quarter comparable sales growth of 3% while cautioning investors about “less robust demand” expected at the beginning of 2025. This strategic move into deeper creator relationships comes as the brand navigates what Brommers has previously described as “an uncertain time in retail.”

Program Structure and Benefits

The program offers a compelling value proposition for creators at all levels. Members receive early access to new American Eagle collections, exclusive discounts, and commission on merchandise sales. Perhaps most innovatively, creators can build dedicated digital storefronts featuring their favorite American Eagle items, creating personalized shopping experiences for their followers.

While American Eagle hasn’t established fixed commission rates yet, Brommers revealed the brand is in a “test-and-learn phase,” experimenting with different compensation models. The program is targeting broad participation—potentially “thousands of creators”—though Brommers emphasized “quality over quantity” in building the community.

Notably, American Eagle has traditionally worked with approximately 600 creators each season, engaging influencers across the spectrum from macro to nano-level, with mid-level and micro-influencers delivering particularly strong results “on a local basis.”

The Gen Z Connection

This initiative aligns perfectly with American Eagle’s focus on Gen Z consumers, its largest demographic. Research supports this approach—a recent eMarketer study found that 73% of U.S. Gen Zers make online purchases based on creator recommendations.

“Intuitively, it makes sense that, as we build trust in this community, there could be a real business opportunity here,” Brommers noted. However, the program maintains inclusivity with terms of service open to all applicants over 18, recognizing American Eagle’s popularity among millennials and the emerging spending power of Gen Alpha (via parental purchases).

Perhaps most interesting is American Eagle’s hands-off approach to content creation. Beyond basic brand safety guidelines prohibiting offensive language, community members can post unlimited content without restrictive creative briefs. This approach acknowledges Gen Z’s authenticity demands, with Brommers stating: “We do a lot of research on Gen Z, and I can tell you with complete conviction that Gen Z has a very high B.S. radar. That’s why it’s so important for these creators to be authentically them.”

Industry Context and Challenges

American Eagle’s program launches amid broader industry shifts in how brands leverage affiliate partnerships.

• Snapchat recently launched its own affiliate program.
• Amazon is introducing a large range of new shoppable formats for affiliates.
• Best Buy launches its own Influencer program.

Strategic Implications

American Eagle’s move represents more than just another affiliate program in an already crowded market. By creating its own community rather than relying exclusively on established networks, the brand is making a calculated bet on deepening direct relationships with creators and their audiences.

While continuing partnerships with platforms like LTK and ShopMy, this proprietary program gives American Eagle greater control over the affiliate experience, potentially capturing valuable first-party data while creating stronger brand advocates through exclusive perks and personalized storefronts.

The timing—launching during retail headwinds and evolving social media regulations—demonstrates American Eagle’s willingness to innovate despite market uncertainty. For the broader affiliate industry, this move by a major retail brand signals the growing strategic importance of creator partnerships beyond simple commission structures.

As the “Live Your Life” community develops through summer and into back-to-school season, it will provide a compelling case study in how traditional retailers can transform creator relationships from transactional marketing channels into integrated business partnerships—potentially establishing a new model for retail affiliate programs focused on authentic community building rather than mere sales attribution.