Thus far, the controversy surrounding American Eagle Outfitters’ marketing campaign starring actress Sydney Sweeney has created numerous noise for the model, however not a lot else.

Visitors to American Eagle’s U.S. web site soared following the campaign’s roll out on July 23, rising greater than 60% on July 28 in comparison with the identical day final 12 months, in accordance with knowledge and insights firm Shopper Edge.

Regardless of the hubbub across the marketing campaign—each optimistic and detrimental—the model’s market share has remained comparatively flat.

Figures from Shopper Edge, which collects nameless debit and bank card transactions from tens of millions of U.S. shoppers, point out {that a} gross sales bump has not but accompanied the heated on-line debate.

Living proof: American Eagle’s management of the denim market has hovered between 17.5% and 19% because the controversy started.

Further knowledge from Shopper Edge reveals that any partisan hole in buy habits between Democrats and Republicans has but to emerge.

“The American Eagle/Sydney Sweeney story is a helpful reminder that viral moments don’t essentially translate into speedy client habits change,” Michael Gunther, head of insights at Shopper Edge, wrote in a blog post. “Curiosity could spike, however until that spotlight converts into spending, the enterprise affect stays restricted.”

Not all the pieces, nonetheless, has been static for American Eagle because the marketing campaign launched. One metric that is still up is the corporate’s share price, which has climbed round 15% because the Sweeney advert debuted in late July, thanks partially to an assist from President Donald Trump.

The Marketing campaign That Cried Eugenics

For individuals who haven’t been on their telephones for the final three weeks, a fast recap: American Eagle’s marketing campaign, starring 27-year-old actress Sweeney, sparked intense debate for its wordplay with the homophones “denims” and “genes.” One advert confirmed a supine Sweeney pulling on her terrific America Eagle denims whereas speaking about her terrific…genes.