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.

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.