Nike And American Eagle Confirm The Overton Window Shift

One of the clearest and most recent tests of the Overton Window’s positioning, what society currently deems acceptable, came last week with two major ad campaigns from Nike and American Eagle. Unlike the backlash faced by Bud Light or Jaguar for pushing controversial leftist propaganda, these two brands steered away from woke landmines and promoted either a pro-family theme or actress Sydney Sweeney. 

To begin the week, Nike posted a pro-family ad featuring pro-golfer Scottie Scheffler’s win at the 2025 British Open at Royal Portrush on Sunday. Nike’s marketing department released a highly unusual ad … not the usual left-wing politics or ‘body positivity’ nonsense, but a pro-family sports ad celebrating fatherhood and family.

Based Americans, not infected with the Marxist woke mind virus, cheered online, with many demanding more pro-family ads and less “woke BS” ads

By Thursday, American Eagle Outfitters’ marketing department clearly understood what Americans wanted, and it debuted actress Sydney Sweeney, or rather her two most important assets, which were highlighted… repeatedly in a new ad.

Investors cheered as AEO shares rose 16.5% on the week, while the internet was thrilled “to see a beautiful woman in an advertisement instead of freaks.” 

Yea… American Eagle is about to go vertical.$AEOpic.twitter.com/MtKqVadMND

— Geiger Capital (@Geiger_Capital) July 23, 2025

Why these two ads matter: The Overton Window helps explain how figures like President Trump, Elon Musk’s X, and alternative media have shattered the leftist censorship matrix that unleashed a decade of cultural Marxism—an era marked by division and a relentless push of woke and beta males drinking soy milk. It’s as if the entire woke movement was designed to sabotage society from within. That era is likely over. And we marked this inflection point in recent quarters: 

• Oct. 2024: Overton Window Shifts Towards Liberty

• Jan. 2025: Hedge Fund CIO: Trump Has Blown The Overton Window So Wide Open, Anything Seems Possible

What happened in the ad world last week: 

The broader takeaway is this: the Overton Window, once artificially held to the left, snapped back last year toward the center-right. This realignment coincides with the tail end of the Fourth Turning—likely concluding in the early 2030s—and the Trump administration’s efforts to purge the ‘woke mind virus’ from federal agencies and the military. Corporate America is also abandoning wokeism in favor of just normal advertising. In short, the cultural Marxists’ plan to collapse the nation from within has hit a significant roadblock. Meanwhile, the Democratic Party is unraveling, its green movement in shambles, its base flirting with socialism and Marxism, and its polling numbers sinking to historic lows…

Nature is healing. The era of walking on eggshells over what you’re allowed to say in public has come to a crashing end. Liberated from the woke mind matrix. 

And by the way, Volvo was way ahead of everyone… watch here.