WARRENDALE, Pa.--(BUSINESS WIRE)--Jan. 26, 2005--
Survey Shows 86% of Teens and Young Adults Have a Special
Dream to Fulfill
To encourage teens and young adults to aim high, live large and
achieve more, leading lifestyle retailer American Eagle Outfitters,
Inc. (AE) is launching a nationwide contest that will award everyday
achievers the resources they need to have their dreams fulfilled and
inspire the world.
The contest, which highlights AE's new "Live Your Life" campaign,
seeks to discover authentic portraits of people who want to do unique
things with their lives. From Jan. 25 to Feb. 22, AE will encourage
teens and young adults across the country to describe their hopes,
dreams, inspirations, and ambitions in a 300-word essay or a
five-minute video/DVD. Six winners will be recognized in July and will
receive countless resources, support, and up to $25,000 from AE to
help make their dreams a reality.
"Live Your Life reflects the spirit and values of American Eagle
Outfitters--authentic, individual, and real," said Michael James
Leedy, chief marketing officer at AE. "Whether you are someone who is
socially committed, politically conscious, or seeking adventure and
living life to the limit, we want to get to know you and hear your
story."
AE has always believed in listening to its customers, encouraging
them to go after what they want and being true to themselves. A recent
national online survey conducted with research company Sovereign
Marketing revealed a prevalence of ambition and motivation among
today's teens and young adults as well as the challenges they face in
achieving their goals. Findings show that 86 percent of American teens
and young adults have a special dream or goal, but almost all of them
(85 percent) have not reached it yet. The survey, which took place
January 2005 and included 1,043 individuals ages 15-25, showed 60
percent of those dreams involve education or employment.
However, according to the survey, the top barriers preventing this
generation's dream fulfillment is "lack of money/resources" (41
percent) and "not knowing how to make it a reality" with 19 percent.
When asked who their inspirations are, most young people chose their
parents (31 percent), while only 4 percent and 3 percent chose a
celebrity or sports figure respectively, and 25 percent said they did
not have an inspirational role model.
AE plans to provide that inspiration by highlighting six real
people in stores and online who turned their dreams into reality and
are poised to make a difference, like Geneva Johnson, a high school
junior from Bronx, New York, who started a program to give at-risk
girls a much-needed support system.
"My proudest achievement is founding Bring It On! which helps
at-risk girls make better life choices," said Geneva. "To me 'Live
Your Life' means overcoming obstacles, road blocks, and accepting your
successes with your failures."
Entries can be submitted online or by printing an entry form at
ae.com from Jan. 25 to Feb. 22. American Eagle Outfitters will make a
$1 donation for every individual who submits a completed entry to the
AE Live Your Life Contest. For this effort, AE will donate up to
$100,000 to the Live Your Life Fund of the AE Foundation with all
proceeds designated to support Jumpstart, KaBoom, The I Have A Dream
Foundation and other charities that help foster civic engagement among
young people, encourage teen and young adult leadership development,
and embrace diversity.
All candidate essays and videos will be evaluated and judged based
on vision, creativity and clarity. To narrow down the finalists AE
will involve its audience, the AE community, through an online vote in
March and eventually select six Live Your Life winners. In addition,
all AE associates will be eligible to participate in an internal Live
Your Life contest to win the chance to have their dreams fulfilled.
The Live Your Life website, accessible via ae.com, will be the
online home for the AE community. Anyone can create a profile on the
Live Your Life site, view other members' profiles, chat with the six
role models, submit to blogs, read Live Your Life Today tips and
articles, take online quizzes/polls, and download screensavers and
wallpapers.
The Live Your Life campaign extends beyond the national contest,
with AE's Spring 2005 collection of relaxed, modern silhouettes in
vibrant hues that reflect the newness and energy of the season.
Women's fitted polos, favorite T's, boyfriend tanks, and sexy tubes
come in bright stripes and bold colors such as sweet tart, orange
sherbet, and meadow grass. Pair the AE Boyfriend Tank with the AE
Bermuda Short when relaxing with friends or the AE Coastline Stretch
Polo with the flirty AE Garden Skirt when you're out on the town. Soak
up the sun this spring with swimwear in color-saturated solids and
playful prints such as stripes and florals. Great accessories like
cowboy hats, sequin totes, rope bracelets, and bandanas add extra
style to spring outfits.
Graphic T's, pique polos, cargo shorts, and classic khakis are key
items for men this spring. T's that say "Playa" and "Get Lost" look
great worn solo or layered under a lightweight AE Solid Button-Down or
AE Destination Stripe Shirt. Solid and striped polos in eye-popping
hues are perfect to pair with any bottom, from frayed cargo shorts to
vintage, destroyed loose fit jeans. Ride the waves in AE's array of
board shorts; stylish and fast-drying, they can be worn on or off the
beach! Distressed leather belts, flip flops, canvas messenger bags,
and cotton web belts tie all spring looks together.
About American Eagle Outfitters
American Eagle Outfitters (NASDAQ:AEOS) is a leading lifestyle
retailer that designs, markets, and sells its own brand of relaxed,
casual clothing for 15- to 25-year-olds, providing high-quality
merchandise at affordable prices. AE's collection includes modern
basics like jeans, cargo pants, and graphic Ts as well as a stylish
assortment of cool accessories, outerwear and footwear. American Eagle
Outfitters currently operates 777 AE stores in 49 states, the District
of Columbia and Puerto Rico and 69 AE stores in Canada. AE also
operates via its Web business, www.ae.com, which offers additional
sizes and styles of favorite AE merchandise.
Through its charitable AE Foundation, American Eagle Outfitters
raises funds and enlists volunteers for projects that improve the
quality of life where associates and customers live, work and play.
American Eagle Outfitters was the first corporate sponsor of Jumpstart
and continues to play an active role in this nonprofit organization
that pairs college students with preschoolers developing early
learning skills.
CONTACT: American Eagle Outfitters
Emily Koplik Leon, 212-561-4993
or
Euro RSCG Magnet
Patty Mathews, 212-367-6923
SOURCE: American Eagle Outfitters