How Crocs Turned an “Ugly” Shoe into a High Trendy One

9 min readOct 13, 2023

Crocs are everywhere. From celebrities to influencers, from kids to adults, from casual to formal, the colorful foam clogs have become a fashion statement that defies conventions and expectations. But how did Crocs, a brand that was once ridiculed and dismissed as ugly and unfashionable, manage to achieve such a remarkable turnaround? What are the secrets behind its marketing strategy that made it one of the most successful footwear brands in the world? In this article, we will explore the history, the innovation, and the creativity of Crocs, and how it leveraged its unique strengths to create a loyal and passionate fan base.

The History of Crocs

Crocs was founded in 2002 by three friends who wanted to create a comfortable and practical shoe for boating and water activities. They acquired a foam clog design from a Canadian company called Foam Creations, which had developed a patented material called Croslite. Croslite is a closed-cell resin that is soft, lightweight, non-marking, odor-resistant, and moldable to the shape of the foot. The founders named their company and their product after the crocodile, an amphibious animal that can thrive on both land and water.

The first model of Crocs, the Beach, was introduced at the Fort Lauderdale Boat Show in Florida in 2002, and sold out all 200 pairs that were produced. The shoes quickly gained popularity among boaters, fishermen, gardeners, and outdoor enthusiasts who appreciated their comfort and functionality. Crocs also expanded its product line to include sandals, flips, slides, flats, boots, and sneakers, all featuring the Croslite material.

However, not everyone was a fan of Crocs. The shoes were often criticized for their unconventional and unattractive appearance, and were considered a fashion faux pas by many. Some schools and workplaces banned Crocs for being inappropriate or unsafe. Some celebrities and fashion experts publicly expressed their disdain for Crocs, calling them “hideous” or “the worst thing ever”.

Despite the negative feedback, Crocs continued to grow its sales and profits, reaching its peak in 2007 with $847 million in revenue. However, the company soon faced a series of challenges that threatened its survival. The global financial crisis of 2008 reduced consumer spending and demand for Crocs. The company also overproduced its inventory and had to write off millions of dollars worth of unsold shoes. The company also faced increasing competition from cheaper knock-offs and imitations that flooded the market. Crocs’ stock price plummeted from $69 in 2007 to less than $1 in 2008.

The Innovation of Crocs

Crocs realized that it needed to reinvent itself to survive and thrive in the changing market. The company hired a new CEO, John McCarvel, who implemented a series of strategic changes to turn the company around. Some of the key initiatives included:

Reducing inventory and costs by closing factories and streamlining operations.
Diversifying product portfolio by introducing new styles, colors, designs, and collaborations that appealed to different segments and occasions.
Enhancing customer experience by improving online presence, opening flagship stores, and launching loyalty programs.
Investing in research and development by creating new materials and technologies that improved comfort and performance.
Embracing social responsibility by donating shoes to healthcare workers, disaster victims, and underprivileged children.

One of the most successful innovations that Crocs introduced was the Jibbitz charms. Jibbitz are small accessories that can be attached to the holes on the top of Crocs shoes, allowing customers to customize and personalize their footwear. Jibbitz come in various shapes, colors, themes, and characters, such as animals, flowers, sports, emojis, Disney characters, etc. Jibbitz not only increased sales and margins for Crocs, but also created a fun and engaging way for customers to express their individuality and creativity.

Another innovation that Crocs launched was the LiteRide collection. LiteRide is a new material that is 25% lighter and 40% softer than Croslite, while still providing shock absorption and support. LiteRide shoes are designed for people who live an active and busy lifestyle, and need shoes that can keep up with their pace. LiteRide shoes are also more sleek and stylish than the traditional clogs, appealing to customers who value both comfort and fashion.

The Creativity of Crocs

Crocs also demonstrated its creativity in its marketing strategy, by embracing its uniqueness and turning its weaknesses into strengths. The company adopted a bold and confident tone of voice, and celebrated its difference rather than hiding it. Some of the creative campaigns that Crocs executed included:

The “Come As You Are” campaign, which featured celebrities such as Drew Barrymore, John Cena, Yoona Lim, and Henry Lau, who shared their stories of being comfortable and confident in their own shoes. The campaign also encouraged customers to share their own stories and photos on social media using the hashtag #ComeAsYouAre.

Credit: CJ McCollum Come as you are Crocs Youtube Video

The “Crocs Challenge”, which challenged customers to wear Crocs for 30 days and document their experience on social media. The challenge aimed to change the perception of Crocs and show that they are versatile and suitable for any occasion. The challenge also generated a lot of user-generated content and word-of-mouth marketing for Crocs.
The “Croctober” campaign, which celebrated the month of October as the official Crocs month. The campaign offered daily deals, giveaways, and surprises for customers who visited the Crocs website or stores. The campaign also created a sense of urgency and excitement for customers to buy Crocs before the month ended.
The “Crocs x KFC” collaboration, which created a limited-edition pair of Crocs that looked and smelled like fried chicken. The collaboration was a tongue-in-cheek way of poking fun at Crocs’ reputation as an ugly shoe, and also generated a lot of buzz and publicity for both brands. The collaboration sold out in less than 30 minutes after its launch.

The “Crocs x Justin Bieber” collaboration, which created a limited-edition pair of Crocs that featured Justin Bieber’s clothing brand Drew House’s signature colors and logos. The collaboration was a way of tapping into Justin Bieber’s massive fan base and influence, and also showed that Crocs are cool and trendy. The collaboration sold out in less than 90 minutes after its launch.

The Trendiness of Crocs

Crocs shoes have become extremely trendy in 2022–2023, as more and more people are looking for comfortable, versatile, and fun footwear that can suit their diverse needs and preferences. Crocs shoes have also gained popularity among celebrities, influencers, fashionistas, and tastemakers, who have embraced the shoes as a statement of self-expression and individuality. Crocs shoes have been featured in various media outlets, such as magazines, blogs, podcasts, and social media platforms, as well as on the red carpet, the runway, and the street. Crocs shoes have also been recognized by several awards and accolades, such as the Footwear News Achievement Awards, the PETA Vegan Fashion Awards, the Good Housekeeping Institute Approved Awards, and the Vogue Fashion Fund

The Luxury Collaborations of Crocs

Crocs shoes have also collaborated with several high luxury brands, such as Balenciaga, MCM, Aries, Kanghyuk, and Satisfy, to create unique and exclusive collections that combine comfort and style. These collaborations have showcased the creativity and innovation of both Crocs and the luxury brands, as well as the versatility and adaptability of the Croslite material. These collaborations have also created a lot of buzz and demand for Crocs shoes, as they often sell out within minutes or hours after their launch. Some of the most notable luxury collaborations of Crocs are:

Balenciaga x Crocs: Balenciaga is a French luxury fashion house that is known for its avant-garde and experimental designs. Balenciaga has collaborated with Crocs twice: once in 2018 to create a platform clog that featured Balenciaga logos and pins5, and once in 2021 to create a boot that resembled a rain boot with a Crocs sole6. Both collaborations were met with mixed reactions from critics and fans, but also generated a lot of attention and curiosity for Crocs shoes.

MCM x Crocs: MCM is a German luxury leather goods brand that is known for its signature monogram pattern and colorful designs. MCM collaborated with Crocs in 2020 to create a clog sandal that featured MCM’s Visetos canvas fabric and logo hardware7. The collaboration was inspired by the idea of “traveling in comfort”, and aimed to appeal to customers who value both luxury and functionality.

Aries x Crocs: Aries is a British streetwear brand that is known for its eclectic and rebellious aesthetic. Aries collaborated with Crocs in 2020 to create a hiker clog that featured Aries’ logo and graphic prints8. The collaboration was inspired by the concept of “exploration for any terrain”, and aimed to appeal to customers who value both adventure and comfort.

Kanghyuk x Crocs: Kanghyuk is a Korean fashion brand that is known for its innovative use of recycled materials, such as airbags. Kanghyuk collaborated with Crocs in 2021 to create a classic clog that featured Kanghyuk’s signature airbag fabric and stitching. The collaboration was inspired by the idea of “transforming a classic into haute couture”, and aimed to appeal to customers who value both sustainability and style.

Satisfy x Crocs: Satisfy is a French running apparel brand that is known for its premium products, technologies, and community. Satisfy collaborated with Crocs in 2021 to create a series of drops that featured Satisfy’s logo and colors. The collaboration was inspired by the idea of “altering the perception of running”, and aimed to appeal to customers who value both performance and comfort.

The Moral of the Story

Crocs is a remarkable example of how a brand can transform itself from an “ugly” shoe into a hot commodity by leveraging its innovation and creativity. Crocs did not try to fit in with the mainstream or follow the trends, but rather embraced its difference and created its own niche. Crocs did not let the criticism or mockery affect its confidence, but rather turned it into an opportunity to stand out and surprise its customers. Crocs did not rest on its laurels or become complacent, but rather continued to evolve and improve its products and services.

The moral of the story is that being different is not a weakness, but a strength. Being different can help you create a loyal and passionate fan base that will support you through thick and thin. Being different can help you generate buzz and publicity that will attract new customers and grow your business. Being different can help you achieve success and happiness that will make you comfortable in your own shoes.

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