While online backlash to American Eagle’s Sydney Sweeney ad has cooled, new data from Pass_by suggests the impact may still be unfolding in malls during back-to-school season. New foot traffic data from the AI-powered geospatial insights company shows that the downturn in American Eagle store visits has accelerated for the second straight week following the ad controversy.

American Eagle’s campaign features Sweeney in denim, standing beside a billboard that reads “Sydney Sweeney Has Great Genes" before replacing "jeans" with "genes."

Foot traffic is down at American Eagle by almost 9% year-over-year for the week of Aug. 3, according to retail data firm Pass_by.