American Eagle Outfitters (AEO) is telling a back-to-school story with denim. As other teen retailers focus on rebranding and getting back to basics, AEO continues to experience success with its range of jeans. The company’s latest campaign surrounds Denim X and Flex, jeans designed to stretch while maintaining their shape.

For the campaign, AEO tapped professional World Freerunning & Parkour Federation athletes, Gaeton Boullett, Max Henry, Paul Joseph and Tim Burton to showcase the jeans’ flexibility, comfort and reliability.

To promote Denim X and Flex, AEO announced a sweepstakes in stores nationwide and online from July 11-22. Entrants have the opportunity to win a $10,000 cash prize, a MacBook Gold laptop, a Apple Watch, iPhone 6 or iPad Air laptop. Everyone who enters will be offered a coupon of $15 off a purchase of $75 or more.

Shoppers are also encouraged to upload photos of their experience to AEO’s social media channels, using the hashtag #AEOStyle.

Michael Leedy, American Eagle Outfitters chief marketing officer, said, “Engaging our customers in new, unique ways is very important to us as a brand–by hosting this event, they’re able to try-on and get a feel for our new styles of Denim X and Flex.”

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