For a long time, Crocs were butt of every shoe joke. Who would have imagined that those chunky, foam clogs would eventually become so trendy?
Yet here we are – Cros have made such a remarkable comeback that they’re now outselling Converse and Puma combined. Yes, you read that right. The “ugliest shoes ever” are now hottest item around in the shoe world.
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So, hwo did this transformation happen overnight?
Let’s take a trip back to the early 2000s. Cros were riding high. They had a successful IPO and were everywhere you looked. But then came 2008, and the financial crisis hit hard. STock prices plummeted, layoffs ensued, and by 2017, Crocs found themselves in serious trouble. While people recognized their shoes, they certainly weren’t winning any style points. They had become irrelevant, and no one wanted to be seen in them.
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So, what did Crocs do? Did they attempt to change their “ugly” image? Not at all. They embraced it. They realized something important: in a world that often feels polished and perfect, people are yearning for authenticity. Instead of hiding behind a more fashionable facade, they chose to celebrate the very thing that made them unique.
They began to listen – really listen – to what people were saying about their brand. When healthcare workers requested free Crocs on Twiter during pandemic, Crocs didn’t turn a blind eye – they responded. And that was just the start.
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In October 2017, something unexpected happened: “NAtional Crocodile Day” began trending. Crocs didn’t let the moment slip by – they embraced it and transformed it into “Croctober” a month filled with promotions, content, and collaborations. But here’s where it got clever: they launched the #ThousandDollarCrocs challenge. Instead of merely asking people to share posts about their brand, they invited them to reimagine what a $1,000 pair of Crocs could look like. The outcome? They gained 100,000 new followers in just a week.
Why was it successful? Because Crocs recognized something that many brands overlook – they understood that creator economy isn’t solely about influencers. It’s about empowering everyday customers to become content creators. And let’s face it, who doesn’t enjoy watching a spontaneous viral challenge take off?
But that wasn’t the end of it. Crocs didn’t limit themselves to social media. They recognized that collaboration was essential. Rather than sticking to typical celebrity partnerships, they joined forces with individuals and brands that reflected their quirky, fun-loving essence: Post Malone, Barbie, KFC, and evrn car brands. These collaborations weren’t random; they were genuine. They were quintessentially Crocs.
By 2022, Crocs had completely turned their business around:
Revenue surged 53.7% to $3.6 billion
They expanded to 85 countries
Gross margins reached 52.3%
So, what’s the key takeaway from Crocs’ remarkable resurgence?
For starters, traditional advertising isn’t the ultimate solution anymore. People trust individuals, not faceless corporations. Crocs understood this, and played by embracing authenticity and it paid every off. The future belongs to brands that are willing to be genuine, even if they’re sporting the “ugliest shoes ever.”
The message is clear: Be authentic. Be daring. And if you’re as quirky as Crocs? Own it. It could very well be your secret to success.
