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. New foot traffic data from the AI-powered geospatial insights company shows that the downturn in American Eagle store visits has accelerated for the second straight week following the ad controversy.

Foot traffic is down at American Eagle by almost 9% year-over-year for the week of Aug. 3, according to retail data firm Pass_by.

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.