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.

The week spanning from August 3 to August 9 took the biggest hit, according to the report, which said foot traffic dropped 9 percent compared to a year earlier.

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.