American Eagle Outfitters’ new partnership with actress Sydney Sweeney sent the retailer’s shares soaring Thursday, sparking questions over whether the denim-maker is joining the ranks of the newest meme stocks.

American Eagle stock rallies as the clothing retailer names actress Sydney Sweeney as the face of its fall campaign. But there’s reason to tread with caution in AEO shares still.

AEO’s Sudden Surge American Eagle Outfitters (NYSE:AEO) has seen its stock soar recently, climbing 12% over the past week, with a 4.5% jump yesterday and another 4.5% gain in early morning trading today.