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.

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.

A new report has emerged, revealing a significant impact on American Eagle‘s stores following the controversy surrounding their jeans ad featuring Sydney Sweeney. The clothing retailer has reportedly suffered a considerable decrease in its foot traffic.