On Dec. 9, 2025, James H Keefer Jr, SVP, Controller & CAO of American Eagle Outfitters (AEO +2.13%), executed an open-market sale of 5,741 directly held shares, valued at $134,856.09 according to the SEC Form 4 filing.
Transaction summary
| Metric | Value |
|---|---|
| Shares sold (direct) | 5,741 |
| Transaction value | $134,856.09 |
| Post-transaction shares (direct) | 11,154 |
| Post-transaction value (direct ownership) | $266,692.14 |
Transaction value based on SEC Form 4 reported price ($23.49); post-transaction value based on Dec. 9, 2025 market close ($23.91).
Key questions
- How significant was this transaction relative to Keefer's historical trading cadence?
This was Keefer's second open-market sale in the past 18 months, with the 5,741 shares sold representing a smaller absolute size than his Sept. 18, 2025 sale (12,337 shares), but a comparable proportion of then-current holdings due to sequential capacity reduction. - Did this trade involve any indirect ownership vehicles or derivatives?
No; all shares disposed were held directly with no participation by trusts, LLCs, or option exercises, and Keefer held no remaining exercisable options as of this filing. - How does the sale price align with prevailing market levels?
The shares were sold at around $23.49 per share, between the Dec. 9, 2025 open ($22.40) and close ($23.91); as of Dec. 14, 2025, the stock was priced at $25.46, 8% above the transaction price. - What is Keefer's remaining economic exposure post-sale?
After the transaction, Keefer retained direct ownership of 11,154 shares, valued at approximately $266,700 as of the Dec. 9, 2025 close, representing 0.0066% of the company's outstanding shares.
Company overview
| Metric | Value |
|---|---|
| Revenue (TTM) | $5.34 billion |
| Net income (TTM) | $208.42 million |
| Dividend yield | N/A |
| 1-year price change | 35.08% |
* 1-year price change calculated using Dec. 9, 2025 as the reference date.
Company snapshot
- Offers apparel, accessories, and personal care products under the American Eagle and Aerie brands, with additional specialty offerings from Tailgate and Todd Snyder.
- Operates a specialty retail model, generating revenue through direct-to-consumer sales in physical stores and digital channels, as well as through international licensing arrangements.
- Targets teens and young adults seeking casual and intimate apparel, with a strong presence in North America and growing international reach.
American Eagle Outfitters is a leading specialty retailer in the apparel sector, serving a broad customer base through a combination of physical stores and robust e-commerce platforms. The company leverages its well-known brands and diversified product lines to maintain a strong market position in the highly competitive apparel retail industry. Strategic expansion into digital sales and international markets supports ongoing growth and enhances resilience against shifting consumer trends.
What this transaction means for investors
When it comes to these filings, investors rarely find out why an insider chooses to sell. However, when considering the history of this stock, Keefer’s sale of American Eagle Outfitters (AEO) shares may not be a surprise.
Since 2022, the stock has traded in a range, and the stock was on the high end of the range at the time Keefer sold a portion of his shares.
Moreover, the stock appears to have benefited from the publicity American Eagle Outfitters received from the ad campaign featuring Sydney Sweeney, which launched in July 2025. Since that release, the stock more than doubled in value.
Investors should note that Keefer retained a significant number of shares. That indicates he likely continues to hold a positive outlook on AEO. Time has shown he made the correct decision, as share prices have risen 19% since the sale.
NYSE: AEO
Key Data Points
Finally, its current P/E ratio of 24 is in line with historical averages. That indicates the stock may not be done moving higher as it continues to benefit from a resurgence in popularity.
Glossary
Open-market sale: A transaction where shares are sold on a public stock exchange, not through private agreements.
SEC Form 4: A required filing that discloses insider trades by company officers, directors, or significant shareholders.
Direct holdings: Shares owned outright by an individual, not through trusts or other entities.
Indirect entities: Organizations like trusts or LLCs that may hold shares on behalf of an individual.
Derivative instruments: Financial contracts whose value is based on the price of an underlying asset, such as options.
Option exercise: The act of using a stock option to buy or sell shares at a specified price.
Outstanding shares: The total number of a company's shares currently held by all shareholders.
Insider trading: Buying or selling a company's stock by someone with access to nonpublic, material information about the company.
Disposition: The act of selling or otherwise transferring ownership of an asset.
Trading cadence: The typical frequency or pattern of an individual's buying or selling activity.
Direct-to-consumer sales: Selling products directly to customers, bypassing third-party retailers.
TTM: The 12-month period ending with the most recent quarterly report.
