AE Underwear - Entra en tu zona de confort

Elevating American Eagle’s Men’s Underwear through Authentic Storytelling To accelerate growth in American Eagle’s men’s underwear category, we developed a high-impact campaign featuring Mexican influencer Berth, whose expertise in sports, cars, and motorcycles culture provided the perfect backdrop for brand resonance.

By seamlessly integrating his lifestyle into the narrative, we positioned the product at the center of a dynamic journey that oscillates between aspirational fantasy and the ultimate comfort of daily intimacy. This strategic collaboration not only maintained personality-driven consistency but also transformed a functional essential into a lifestyle statement, resulting in a compelling success story of engagement and brand relevance.

Valentine’s Day Capsule

As a key milestone of the Spring 2026 season, we launched the annual Valentine’s Day Underwear Capsule featuring Berth in a high-energy, thematic creative execution. Moving away from his traditional automotive-focused content, we placed the talent in a bold, monochromatic red environment, utilizing a dynamic dance performance to showcase the collection's fit and versatility.

This creative pivot proved highly effective, resonating deeply with the audience and driving a 18% higher click-through rate compared to the primary campaign. This success underscores the power of combining seasonal storytelling with unexpected talent narratives to drive measurable conversion.