American Eagle Outfitters, Inc. (NYSE:AEO) saw an impressive 18.11% jump in stock price last week, closing at $11.74 on Friday, attributed to a “meme” rally and short-selling activity.

The company’s announcement of actress Sydney Sweeney as the face of its fall campaign led to a spike in short-selling, erasing year-to-date losses and aiming to attract Gen Z and millennial customers.

American Eagle’s Chief Marketing Officer believes Sweeney’s partnership will drive sales among younger demographics, positioning the brand to capture new and existing customers.

Read more at Yahoo Finance: American Eagle (AEO) Soars 18% as Firm Bets Big to Lure Gen Z, Millennials