Shares of American Eagle have been rallying due to a new ad campaign featuring actress and producer Sydney Sweeney. Critics decry a lack of diversity in the campaign. The added attention could boost sales.

When a brand sees momentum stall so sharply, it often reflects a reputational or cultural factor cutting through to consumers.”

The week spanning from August 3 to August 9 took the biggest hit, according to the report, which said foot traffic dropped 9 percent compared to a year earlier.