Crocs

For the exclusive use of A. cheng, 2024.
9- 5 2 4 - 0 06
JULY 25, 2023
AYELET ISRAELI
ANNE V. WILSON
Crocs: Using Community-Centric Marketing to

Make Ugly Iconic
In 2022, the Crocs Classic Clog was the best-selling item of clothing on Amazon, the brand was one
of the fastest growing brands in the U.S., and global net revenue for the company had increased year-
over-year from $2.3 billion to approximately $3.6 billion.1 2 3 By most accounts, Crocs had become the
“it” shoe. Crocs shoes were spotted on high-fashion runways, collaborating with luxury brands and
designers including Balenciaga, Christopher Kane, and Christian Cowan, and were seen on the feet of
massively popular celebrities such as Justin Bieber, Post Malone, Bad Bunny, and Luke Combs.4 5
Contemporary artist Takashi Murakami partnered with the brand to create a pair of limited-edition
clogs, and renowned British artist David Hockney was seen sporting a pair of bright yellow Crocs clogs
to the first Order of Merit luncheon hosted by King Charles III.6 7 Crocs was also considered a top
preferred footwear brand among U.S. teens in 2023.8 Many limited-edition Crocs shoes sold out nearly
instantly after being released, and were subsequently only available on secondary markets for several
times their retail price, if they could be purchased at all.9
Few could have predicted Crocs’ meteoric success given the state of the brand just ten years earlier.
Despite being enormously successful after launching in 2002, by the 2010’s, Crocs shoes had fallen out
of favor with consumers and were often mercilessly mocked for their hideous appearance. Time
Magazine listed the Crocs Classic Clog (see Exhibit 1 for an image of the Classic Clog) as one of the “50
Worst Inventions,” Maxim ranked them as the sixth “worst thing to happen to men,” and many an
internet meme circulated disparaging Crocs shoes as the epitome of poor taste.10 ‘Memes’ was actually
the third most common word linked to the brand name in Google searches in 2016. 11 One viral meme
featured a picture of a person wearing bright orange Crocs clogs and socks with the caption, “See those
little holes? That is where your dignity leaks out.”12
So how did Crocs clogs go from internet meme fodder to a sought-after cultural sensation? Could
the Crocs brand maintain its popularity and grow more globally, or was the brand destined to fall out
of favor once the tides of fashion changed again? How should Crocs evolve its product portfolio and
marketing strategy to ensure a stable and permanent place in consumers’ wardrobes?
HBS Professor Ayelet Israeli and Senior Lecturer Anne V. Wilson (The Wharton School of the University of Pennsylvania) prepared this case. This
case was developed from published sources. Funding for the development of this case was provided by Harvard Business School and not by the
company. HBS cases are developed solely as the basis for class discussion. Cases are not intended to serve as endorsements, sources of primary
data, or illustrations of effective or ineffective management.
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This document is authorized for use only by Adrian cheng in CB 3043 ? 2023/24 Sem B taught by Eunyoung Song, City University of Hong Kong from Jan 2024 to Apr 2024.
524-006 Crocs: Using Community-Centric Marketing to Make Ugly Iconic
Company Overview
Crocs was founded by Scott Seamons, Lyndon Hanson, and George Boedbecker. The three friends,
who enjoyed sailing together, innovated on a foam clog made by the company Foam Creations to create
the perfect boating shoe. The clogs were made with a new material called Croslite which was
comfortable, slip resistant, durable, and floated. The clogs were also easy to clean, easy to slip on and
off, and had large ventilation holes in the tops and sides to let out excess moisture. The founders
eventually acquired the rights to the injection-molded manufacturing process for creating the clogs and
later to the proprietary foam resin material. The brand was named “Crocs” because the clogs resembled
a crocodile snout from the side. Croslite could be produced in any color, but the company chose
primarily bolder colors for the clogs, which added to the products distinctiveness. After Crocs launched
in 2002, the shoes were enthusiastically embraced by boaters, gardeners, service-workers, healthcare
workers, children, and really anyone looking for a comfortable and durable shoe.13 14 15
In 2006, Crocs completed an initial public offering—the most successful ever for a footwear
company—and purchased Jibbitz, the manufacturer of “Jibbitz” which were accessories or charms that
could snap into the holes in Crocs shoes for a fun and personalized effect. Crocs also grew by acquiring
smaller entities such as Fury, EXO, Ocean Minded, and Bite—producers of shoes, sporting equipment,
and performance gear—in 2006 and 2007.16
One key competitive advantage for Crocs was that the company created a highly flexible supply
chain. Crocs engineered the ability to manufacture and distribute additional product during a selling
season by deliberately integrating extra production capacity and redundant operations across
manufacturing locations. As a result, unlike other footwear brands, which required retailers to estimate
demand and place their orders for the entire season up front, thereby risking under- or overestimation
of needed inventory, Crocs operated on a replenishment system, supplying retailers with more of a
product during a selling season if a particular SKU garnered unexpectedly high demand. Crocs’ supply
chain enabled the company to handle the brand’s explosive growth at its inception.17
From 2003 to 2007, global sales of Crocs increased from $1.2 million to $850 million.18 However,
with growing popularity came growing criticism. Fashion influencers and talk show hosts mocked the
“plastic” shoes and those who wore them.19 20 Still, the brand pushed on, opening hundreds of its own
retail stores and expanding their product assortment to more than 250 shoe styles by 2006, including
golf shoes and other silhouettes intended to look more like “regular” shoes, such as Mary Janes, boots,
and loafers.21 Crocs also took its critics head on, launching a print campaign during this time called
“Ugly can be beautiful,” suggesting the beauty of Crocs lay in the eyes of the beholder. The campaign
featured images of aesthetically quirky images—such as a dog’s droopy eyes and wrinkled jowls, a
braces-laced smile, or an oversized homemade necklace made of yarn, buttons, macaroni and other
found objects—accompanied by a Crocs clog and the “Ugly can be beautiful” tagline.22
However, Crocs’ stock price dropped dramatically in 2007 as dislike for the Crocs aesthetic gained
fervor and consumer demand decreased. Even among fans of the shoes, the durability of Crocs shoes
meant that existing customers did not need replacements for their shoes, and the emergence of good-
enough knock-offs eroded demand for the specific Crocs brand clog.23 On top of that, distribution
issues emerged. As a result, the brand was stuck with excess inventory, an unwieldy product
assortment, and an oversaturation of owned stores. Then came the global economic downturn in 2008,
making matters worse for the brand.24 25 The price of Crocs stock plummeted to under $1 by 2009, the
company cut jobs, and bankruptcy appeared imminent. One banker noted, “Upon close inspection, the
company’s books may be even less attractive than its shoes.”26
Crocs: Using Community-Centric Marketing to Make Ugly Iconic 524-006
Crocs hung on. In 2010, the brand launched their “Feel the Love” campaign, which focused on the
comfort provided by proprietary Croslite technology in every pair of Crocs shoes. The campaign
featured Crocs characters that dote on wearers, massaging and comforting their feet, drawing attention
to the functionality versus the aesthetic of the shoes. 27 Crocs also introduced new lines of shoes
including sandals, flats, and rain boots that were positioned as more comfortable alternatives to the
same silhouettes offered by competitors, opened new stores, and expanded abroad.28 29 By 2011, Crocs’
revenue was growing, and the brand appeared to have regained its footing. However, investors
remained wary, with many conjecturing the brand might be experiencing another fad-induced spike
that would prove unsustainable in the face of fickle fashion tastes. In 2013, the private equity group
Blackstone invested $200 million of capital in Crocs, and the company began working on a more
aggressive plan to revive the brand’s image.30 In 2014, Crocs appointed Andrew Rees as president—
who was eventually named CEO in 2017—who spearheaded the brand’s turnaround strategy.
Making Ugly Iconic

Under the leadership of Rees, Crocs restructured, reduced headcount, and closed hundreds of retail
stores.31 32 Crocs closed the last of its company-owned manufacturing facilities in 2018, entirely
outsourcing production of its shoes, and decided to reduce investments in smaller geographic markets
to focus on larger operating markets globally.33 34 Moreover, after years of expanding the product line,
the brand decided to re-focus attention toward the Classic Clog, cutting a significant proportion of non-
clog SKUs from its product portfolio. Rees said, “The company historically had started to diversify
away from the Classic Clog. But we thought that was wrong. So we put our product, graphic and style
innovation back into [the silhouette], because that’s the core of the brand. It’s also our most profitable
product arena. We refocused on the Classic Clog and almost exclusively on molded product, which is
our DNA. That’s what we do best. That’s what nobody else does well and that’s where we could win.”35
Next, Crocs needed to create relevance and resonance with consumers. As Crocs president Michelle
Poole put it: “We’ve never had trouble with brand awareness. You can show our iconic silhouette
throughout the world, and people everywhere can identify it as Crocs, which is unusual.”36 Consumers
knew the Crocs brand and could easily identify the iconic clog silhouette. Indeed, the Crocs name had
become synonymous with the clog. The problem was that consumers didn’t want to own Crocs clogs.
Rees echoed this sentiment, “We were known by lots of people, but a lot of people didn’t think it was
for them. So it was all about creating brand relevance.”37 Crocs had to convince consumers that their
shoes were for them.
Global Campaigns
#FindYourFun
In 2015, Crocs launched its first global integrated marketing campaign with McKinney called
“#FindYourFun.” Using a familiar slogan for the company, the aim of the campaign was to evoke
feelings of fun and comfort for the Crocs brand, and remind people of the various use occasions for
Crocs shoes. The whimsical campaign showed Crocs in different settings. For example, different ads
depicted clusters of clouds, fireworks, a swimming pool, and an island in the shape of the iconic clog.
Meanwhile, other ads showed the clog silhouette embedded within recognizable landmarks and
destinations, such as Times Square, Piccadilly Circus, and Shibuya Crossing.38 The hashtagged
campaign encouraged consumers to post pictures featuring their Crocs on social media. Created with
pre-shot videos, one aspect of the campaign also included a Twitter application that allowed consumers
to pick a pair of Crocs shoes and clothes for a fashion model of their choice to wear while going down
a waterslide, creating the appearance of dynamic custom videos. The brand invested in paid social
media, such as Promoted Tweets, to support the effort.39
Come As You Are

In 2017, Crocs launched their “Come As You Are” campaign with an influencer-led social campaign.
The “Come As You Are” campaign was an invitation for Crocs fans to share what makes them unique,
and to encourage them to feel comfortable in their own shoes. The campaign mantra was evoked, in
part, as a response to the belief that Crocs shoes were ugly. As Heidi Cooley, Crocs’ Chief Marketing
Officer, said, “Yes, we’re ugly; yes, we’re polarizing. But importantly, we’re one-of-a-kind. And what
we recognized is that this is exactly what resonated with some of our fans: They too see themselves as
one-of-a-kind.”40 What made Crocs and its fans special was that they were one-of-a-kind, and the brand
felt that should be embraced and celebrated. Marketing plans for the campaign focused on six key
markets including the U.S., China, Japan, South Korea, Germany and the United Kingdom. The
campaign kicked off with a video featuring the brand’s four celebrity ambassadors: actress Drew
Barrymore, World Wrestling Entertainment wrestler John Cena, South Korean pop singer Yoona, and
rapper-actor Henry Lau. Campaign activations included a GIF generator called “Be Yourselfie” that
allowed consumers to create GIFs expressing what makes them unique.41
Over several years, Crocs added a number of celebrities to its list of ambassadors for the campaign,
including American actress Zooey Deschanel, British actress Natalie Dormer, Chinese actress, dancer,
and model Gina Jin, South Korean actress and girl-band member Kim Se-Jeong, Chinese actress Yang
Mi, Japanese actress Suzu Hirose Jonas, Nigerian influencer Enioluwa Adeoluwa, and Indian actress
and activist Priyanka Chopra Jonas.42 43 44 45 In 2023, Crocs also used the “Come As You Are” campaign
to reinforce its partnership with GLAAD, a non-governmental organization founded to advocate for
fair and accurate representation of the LGBTQIA+ community in the media.46
From 2017 to 2023, campaign messaging evolved from being an invitation to be comfortable with
and proud of what makes you one-of-a-kind, to the idea that comfort and style need not be mutually
exclusive, to the notion that everyone has a right to be comfortable in their own shoes.47 48 49 Crocs also
explicitly oriented its brand purpose around the latter sentiment by committing to three initiatives for
making a more comfortable world: 1) increasing comfort for the planet by investing in more sustainable
and environmentally friendly materials and practices, 2) increasing comfort for communities through
philanthropic and prosocial activities, and 3) increasing comfort for all people by fostering inclusivity
and belongingness at Crocs workplaces.50
Clogs as Canvasses
In the late 2010’s and 2020’s, Crocs collaborated with a truly remarkable variety of brands and
celebrities to create unique and limited-edition shoes. On the luxury front, Christopher Kane surprised
fashion critics when he showed off a Crocs collaboration during his London Fashion Week show.51
Balenciaga released limited run platform Crocs clogs and high-heeled Crocs clogs, and Crocs worked
with Vera Bradley to create several different lines of clogs.52 53 In addition to highly credible fashion
brands, Crocs also released highly creative collaboration products with brands such as Peeps, 7Eleven,
General Mills, Hidden Valley Ranch, Sega, Hello Kitty, and KFC.54 55 56 57 58 The KFC collaboration
clogs (see Exhibit 2), which were covered in fried chicken print and included a drumstick Jibbitz, sold
out in thirty minutes.59
Crocs also worked with celebrities such as Post Malone, Bad Bunny, Jimmy Kimmel, Luke Combs,
KISS, PSY, and Justin Bieber (see Exhibit 3) to design limited-edition clogs.60 61 Importantly, Crocs did
not typically reach out to sponsors or celebrities unless they already expressed interest in the brand or
were organically spotted wearing Crocs. For example, in 2018, Post Malone tweeted, “u can tell a lot
about a man by the jibbits on his crocs.” In response, Crocs reached out to the rapper to see if he wanted
to create a clog together, and four months later, they debuted their first of five collaborations. 62 The
first two Post Malone collaborations sold out within ten minutes and eight minutes, respectively.
Similarly, Crocs reached out to Ruby Rose after she posted an Instagram story in which she was
searching for Crocs and asking fans to help her decide what pair to buy.63 Cooley remarked, “Every
collaboration comes from a place of authenticity…[Rose] was a fan of our iconic clog long before we
ever started working with her.”64 Crocs waited for opportunities to arise with celebrities and sponsors
and mobilized their teams to take advantage of them and heighten positive awareness. Poole said in
an interview, “Collaborations are important to our brand, but to work, they have to be meaningful.”
She added, “Our clog serves as a blank canvas that can fuel the latest trends or conversations.” 65
Collaborations generated an enormous amount of buzz and earned media for Crocs. While the
aesthetic of Crocs shoes had always been polarizing, each new collaboration seemed to reinvigorate or
inspire new love or hatred for the brand and its products. But this was part of the strategy. Rees noted,
“Our goal is not to make the haters love the brand, it’s to exploit that extrinsic tension because it creates
opportunity, it creates PR, it creates media, it creates interest. It creates a whole lot that would cost you
a fortune to buy in other ways.”66 Rees added, “We launched a campaign that was focused on making
the classic silhouette an iconic symbol. Because we know it’s always been a polarizing brand. But
remember, when you're polarizing, there's one side of the polarization that loves you.”67 Cooley also
commented, “That, paired with our ability to be so versatile in terms of aesthetics, has brought new
fans to the brand. It’s Diplo or Post Malone who has converted them.” 68
Crocs could also be decorated with Jibbitz. Sold in sets or individually, Jibbitz gave consumers the
ability to personalize and change up their Crocs shoes. In 2022, Jibbitz accounted for 8% of revenues
for Crocs, and consumers who personalized their footwear with Jibbitz had higher average orders and
lifetime value.69 70 Rees said, “Jibbitz dramatically changes customers’ emotional engagement with the
brand. The Jibbitz bars in our store bring a lot of excitement for people shopping there. People can
create something that is truly unique.”71 Rees added, "I think one of the most interesting things if you
look at the younger consumer, they're really looking for a product that is different from everybody else
but is the same as everybody else as well.” He continued, "So if you can provide them opportunities to
buy an iconic silhouette, but to personalize it specifically for them, we do that on the Crocs brand with
our Jibbitz.”72 Rees also said, “it [Jibbitz] allows our brand to be relevant to a broad variety of
consumers and in a broad variety of purchase occasions, so it’s a really important part of our
business.”73 In 2023, the brand upped the personalization ante, announcing a new program called
Customize Your Crocs that allowed for customized bulk orders of Classic Clogs and Jibbitz charms. 74
Interest in Crocs clogs, especially for the more creative collaborations and interesting designs, was
also fueled by a larger cultural interest in ugly, comfortable footwear. The rise of ugly-cool shoes as a
fashion statement started in the 2010’s, but continued through the COVID-19 pandemic as consumers
sought foot-friendly shoes while cooped up and working at home. Sales were also up for other shoe
brands known for ugly designs, such as Birkenstock, Teva, and Hoka.75
Once Crocs had revived consumer interest in the clog, the brand started iterating on the classic
silhouette, creating fur-lined clogs and clogs of varying heights.76 77 They also experimented with
modifying clog mold more significantly in a partnership with designer Salehe Bembury, creating a shoe
with a shaved down toe, fewer holes, and a wavier, futuristic-looking texture (see Exhibit 4).78 At the
same time, Crocs also saw sales increase for their less trendy shoes, which Rees attributed to younger
consumers. Rees said, “They’re influencing other people and giving them permission to see the brand
as more relevant to them, too.”79
In addition to clogs, Crocs became interested in growing its sandal business. To do this, Crocs
started experimenting with collaborations for sandals designs, including slides and sandals with straps
created in partnership with Vera Bradley, 7Eleven, Diplo, and Taco Bell (see Exhibit 5).80 81 82 83
Although they carried a lower profit margin, sandals were a popular secondary category for the brand,
generating $310 million in sales in 2022. Moreover, Rees felt that sandals presented an opportunity for
cross-selling between clogs and sandals. Consumers also tended to buy sandals more frequently than
other types of footwear in general.84
Accessible Pricing
The average price of Crocs shoes was around $50, but some special collaborations and limited-
edition shoes retailed for much more. For example, limited runs of Crocs clogs with built-in socks and
a pair featuring Jibbitz New York City landmarks, both created in partnership with streetwear brand
Alife (see Exhibit 6), retailed for $140 and $600, respectively, while shoes designed with Barneys were
sold for $90.85 Meanwhile, the Balenciaga high-heeled collaboration clogs retailed for $625.86 87 And
many shoes that retailed at $50 were often eventually bought for much higher prices on resale markets.
For example, Crocs clogs featuring the animated character Lightning McQueen were originally sold
for $50, but could be found on secondary retail sites for between $100 to $300.88 Likewise, clogs created
in partnership with Bad Bunny retailed at $60, but sold out instantly only to become available on resale
markets for more than $300. Still, most Crocs shoes were sold through the brand at around $50 or less,
including many versions of the Classic Clog. This price point was important because, as Rees pointed
out, “We’re gaining market share. And if there is a recession or the consumer continues to tighten,
we’re also optimistic about our chances in that environment because our price point is $50. It’s not $150.
So, we give the consumer an opportunity to refresh their wardrobe and buy something new at a very
approachable price point.”89
Community-Centric Marketing
Customer Segments
When Crocs first launched, they were designed with boaters, gardeners, service-workers, nurses,
children, and older consumers in mind. However, Crocs evolved toward targeting two primary
segments, which the brand referred to as “Feel Goods” and “Explorers.” Historically, Feel Goods were
the brand’s core consumer in the U.S. market. Feel Goods skewed female, suburban-dwelling, aged 35-
to-45, had a family, and were interested in the comfort and durability of Crocs shoes. Explorers, on the
other hand, tended to be younger, 25-to-30, urban-dwelling, balanced between men and women, and
interested in shoes from a lifestyle and fashion perspective. Explorers, who could be conceptualized as
the “hype-beast-adjacent Gen Zer,” cared a lot about self-expression, and were willing to spend a little
more on a good product, especially one that could be personalized to their tastes and passions. Thus,
Explorers packed a higher lifetime value for the brand compared to Feel Goods. Explorers also tended
to be highly prevalent in emerging markets, particularly in Asia. As a result, as the brand focused on
growing its international presence in its core markets, so did the proportion of Explorers to Feel
Goods.90
User-Generated Content
Shortly after creating a brand presence on TikTok, Crocs launched the #ThousandDollarCrocs
challenge, asking users to post what they think a pair of $1000 Crocs might look like. About 45,000
videos were created within thirty-six hours of the challenge’s launch, and Crocs generated 100,000
followers in only a week.91 Crocs also benefited from organic trends related to the brand and their
products on social media. For example, consumers created viral challenges including the “shaving
cream challenge,” which involved filling your Crocs clogs with shaving cream and stepping into them
which forced the shaving cream to jet out of the holes in the shoes, and the ”Crocs shoe-throwing
challenge,” which involved throwing the shoes in creative ways to show they always land upright.92
Crocs also branded a #crocktok hashtag that inspired hundreds of TikTok users to create Croc-themed
videos and garnered millions of views on the platform.93
User-generated content was a core part of Crocs’ digital strategy. In fact, two of the stated goals for
the “Come As You Are” campaign were to decrease the briefing-to-concept execution timeline for user-
generated content and build a strong library of authentic, high-quality content at scale and low cost.94
Crocs sought to create resonant content by listening to and leveraging their fan base. Crocs
representatives described the brand as “democratic,” which is reflected in the wide variety of products
it sold as well as the content the brand created and promoted.95 Cooley said, “There are so many brands
that are stringent on their brand filters and the ways in which content can be created. Crocs is the polar
opposite of that. We don’t care if it’s shot on an iPhone, we love if it’s shot by an employee, we love
that your kids are running in the background.”96 Between 2018 to 2019, the brand ran 15 user-generated
content campaigns, worked with 170 creators, and generated 225 images and videos.97 While some
campaigns were simple, such as inviting fans to create hashtagged content or post photos of their Crocs
shoes, others were much more involved. For example, in 2021, Crocs encouraged Korean consumers to
write their own lyrics to a background track created in partnership with Universal Music star SAAY,
for the chance to win prizes, fame, and re-record the track with the popstar. The campaign generated
over 260 entries and 3.3 million impressions.98
Social Listening
Crocs was notably adept at actively listening to and responding to fans on social media platforms.
For example, on October 23, 2017, Crocs was trending on Twitter after fans, who were part of
#CrocNation, co-opted “National Crocodile Day” to express their fandom for Crocs shoes rather than
the animal. In response to this commotion, the next year, Crocs leaned into the idea, launching
“Croctober” for the month of October with a flurry of content and product promotions, a tradition the
brand continued to promote annually. For their 20th anniversary in 2022, Crocs celebrated Croctober
by giving away tens of thousands of pairs of Crocs shoes, dropping exclusive products throughout the
month, and hosting online experiences and events through gaming platforms such as Zepeto and
Roblox.99
During the COVID-19 pandemic, Crocs brand representatives noticed that health care workers were
talking about and asking for Crocs because they were incredibly comfortable during long shifts and
very easy to clean. In response to this, Crocs paused all marketing activities and launched “A Free Pair
for Healthcare” program, donating free pairs of Crocs to doctors, nurses, and other medical employees.
In under two months, the brand donated over 860,000 pairs of shoes globally – valued at $40 million.100
On a much smaller scale, the brand had a reputation for responding to fan inquiries for free shoes in a
fun and interactive way. For example, in 2018, a high school senior Tweeted at Crocs asking how many
Retweets it would take for the brand to give all the girls in her graduating class white crocs to wear at
graduation. Crocs replied in just two hours saying, “2,018…obviously,” and held up its promise,
sending 124 pairs of Crocs to the high school students after the number of Retweets eclipsed 2,018.
Cooley noted, “…because we’re intentionally close to the market and close to the consumer, we’re able
to capitalize on key moments in real time, that [is something] a lot of brands aren’t able to do.” 101
Crocs also used social media and digital channels as fodder for new product ideas. In 2019, Crocs
introduced limited-edition adult-sized versions of their kid’s collaboration clogs with Disney Pixar
“Cars” character Lightning McQueen after more than 33,000 fans signed a Change.org petition asking
Crocs to make the shoes available in adult sizes. The limited run sold out astonishingly fast, as did the
subsequent second and third runs of the shoes. Of the success of different collaborations and styles,
Cooley said, “Part of our consumer-centric strategy is we don’t miss very often,” she added, “We’re
not sitting around in a room trying to guess what people want.” She also said, “Legal helps us get to
‘yes’ for just about any and every idea we’ve ever come up with. We have a lot of autonomy and trust
from a senior leadership perspective to deliver against the strategy. They expect us to keep our brand
relevant and to do it in a way that’s responsive to our fans.”102
Digitally Driven
As part of its turnaround, Crocs allocated the majority of its marketing spend to digital channels.
“We believe that it really enables us to create more meaningful consumer communications,” Cooley
said.103 Digital efforts included metaverse activations, such as building a world within Minecraft called
“Crocs World” and launching an NFT collection. The brand partnered with the basketball video game
NBA2K, Minecraft, and Bitmoji to enable users to outfit virtual players and avatars with digital Crocs
shoes.104 Crocs also hosted a virtual concert by Korean pop girl group Aespa as part of its 20th year
anniversary celebration. The Roblox concert drove 789,000 visits to the Roblox Crocs World, and
resulted in 225,000 purchases of virtual clogs on the platform.105 With Snapchat, the brand created a
number of different augmented reality (AR) lenses. One AR lens gave consumers the ability to try on
shoes virtually, one lens was a gamified arcade-style Jibbitz game launched as part of the Justin Bieber
collaboration, another lens involved an AR game made in partnership with Minecraft that could be
accessed by scanning a branded pair of Crocs using a smartphone, and another lens gave users the
ability to take videos or pictures of themselves with a digitally imposed Classic Clog on their head.
Four million people used the Classic Clog AR lens in its first ten days.106 107 108 109
In 2021, Crocs launched a digital app to elevate direct-to-consumer and digital sales. The app gave
consumers the ability to browse and virtually try on products, access influencer content, and reserve
shoes online to pick up in stores. Crocs also planned to use the app to drop exclusive products,
announce new collaborations, and offer exclusive promotions.110 Crocs predicted digital channels
would generate 50% of total revenues by the end of 2026.111
Moving Forward
From 2021 to 2022, Crocs revenue grew 53.67%, amounting to $3.6 billion, and the brand sold 115.6
million shoes worldwide, representing nearly four pairs per second. 112 113 By 2023, shares of Crocs
stock were priced at over $100.114 However, the organization wanted to achieve more, announcing a
goal of reaching $5 billion in revenue by 2026.115 In addition to their digitally-lead approach, the brand
planned to move toward this goal by expanding in international markets, increasing sales of sandals,
and prioritizing sustainability. The brand was working on transitioning to more sustainable materials,
minimizing the use and impact of packaging, innovating afterlife solutions, and becoming a net-zero
emissions company by 2040.116 As for the other initiatives, Rees said, “There are still parts of the globe
where we’ve got lots of opportunities for Classic Clog penetration, such as in Europe, the Middle East,
Africa, Latin America, and Asia. But then we also need to complement that. Our overall growth vision
is complemented by our focus on sandals. We believe the core DNA of the Crocs brand — around
comfort, lightweight, color, fun and inspiration — can apply well in the sandal arena. We think sandals
is a very significant growth opportunity — in addition to growth in clogs, not instead of.”117
Exhibit 1 Crocs Classic Clog
Source: Crocs.Com.
Exhibit 2 KFC x Crocs Clog
Source: Crocs.Com.
Exhibit 3 Crocs x Justin Bieber with drew Clog
Source: Crocs.Com.
Exhibit 4 Salahe Bembury x Crocs Pollex Clog
Source: Crocs.Com.
Exhibit 5 Taco Bell x Crocs Mellow Slide
Source: Crocs.Com.
Exhibit 6 Alife x Crocs Collaboration Clog
Source: Crocs.Com.
10
Endnotes
1 Stessman, Emma (2022), “This Controversial Shoe is a No. 1 Amazon Bestseller—And It’s Podiatrist Approved,” Today,
March 4, 2022, https://www.today.com/shop/types-crocs-trending-styles-t248354, accessed June 16, 2023.
2 Bitter, Alex (2022), “Crocs, Gatorade Fit, and Walmart-Branded Cream Cheese Are Among The Fastest-Growing Brands in
2022,” Business Insider, December 8, 2022, https://www.businessinsider.com/morning-consult-reports-crocs-gatorade-fit-
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Crocs: Using Community-Centric Marketing to

524-006 Crocs: Using Community-Centric Marketing to Make Ugly Iconic

Crocs: Using Community-Centric Marketing to Make Ugly Iconic 524-006

Making Ugly Iconic

524-006 Crocs: Using Community-Centric Marketing to Make Ugly Iconic

Come As You Are

Crocs: Using Community-Centric Marketing to Make Ugly Iconic 524-006

524-006 Crocs: Using Community-Centric Marketing to Make Ugly Iconic

Crocs: Using Community-Centric Marketing to Make Ugly Iconic 524-006

524-006 Crocs: Using Community-Centric Marketing to Make Ugly Iconic

Crocs: Using Community-Centric Marketing to Make Ugly Iconic 524-006

Exhibit 1 Crocs Classic Clog

Exhibit 2 KFC x Crocs Clog

Exhibit 3 Crocs x Justin Bieber with drew Clog

524-006 Crocs: Using Community-Centric Marketing to Make Ugly Iconic

Exhibit 4 Salahe Bembury x Crocs Pollex Clog

Exhibit 5 Taco Bell x Crocs Mellow Slide

Exhibit 6 Alife x Crocs Collaboration Clog

Crocs: Using Community-Centric Marketing to Make Ugly Iconic 524-006

524-006 Crocs: Using Community-Centric Marketing to Make Ugly Iconic

Crocs: Using Community-Centric Marketing to Make Ugly Iconic 524-006

524-006 Crocs: Using Community-Centric Marketing to Make Ugly Iconic

Crocs: Using Community-Centric Marketing to Make Ugly Iconic 524-006

524-006 Crocs: Using Community-Centric Marketing to Make Ugly Iconic

Crocs: Using Community-Centric Marketing to Make Ugly Iconic 524-006

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