Joined in 2023 
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63 About this deal
Since, Crocs has continued in a similar vein, creating fun, interactive, and innovative content on TikTok and other social platforms – as well as being a pioneer of visual content. In 2020 and again in March of 2021, Crocs also released limited edition styles in partnership with Justin Bieber and his own fashion label, Drew House. Crocs is not the only brand to see ecommerce growth during the pandemic, of course, despite the wider business challenges.
Jibbitz are charms developed by Crocs that depict images, letters, sayings, characters and bits of pop culture that can be mounted on a post to pop into the holes of Crocs. Since the discontinuation of Google Glass back in 2015, the wearables market has focused on smartwatches and fitness trackers. Summer in the park is about to level-up for Croc-wearers, as you can now get speakers that attach to your feet. It was through this that Crocs discovered it was going viral on TikTok (even before the brand joined itself), with popular challenges including the ‘Shaving Cream Challenge’ and the ‘Crocs Shoe-Throwing Challenge’ gaining traction on the platform.This saw Crocs give away 860,000 pairs of shoes in 45 days, contributing to growing awareness of the brand (and relevancy of its product) during the pandemic. From the bottom of our hearts, thank you for all you do to keep our communities comfortable in their own shoes. What’s more, Crocs has become known as a brand that is able to evolve alongside its audience, which in today’s increasingly fickle retail landscape, seems to be a key component of success. Cherubs Charms introduced the new creation on TikTok, which allows you to attach the device like 'jibbitz', and blare out songs as you walk.
Commenting on the collaboration, Bieber said that Crocs are “comfortable, they’re fashionable, and most importantly it’s fun to bring your own style to how you wear them. Convenient And Portable: The Forte Speaker is attached directly to your Crocs, making it a convenient way to take your music wherever you go! Crocs, with its eye-catching and pop-culture inspired designs, has gained fresh, cult-like status among young consumers in particular.
In the same conversation, Cooley explained how Covid-19 enabled Crocs to ramp up its ‘consumer-first’ approach. Crocs had a surge in interest in 2020 during the start of the Covid-19 pandemic, with people adopting the shoe into their day-to-day. A good example of a brand who has adapted its marketing strategy, transitioning to digital, but without forgetting its core values and its positioning.
Seen on the feet of influencers and Oscar-attendees alike – as well as those who simply care more about comfort than style – the footwear brand has recently cemented its success with record earnings. TikTok promises a huge opportunity for brands to boost their reach and engagement, particularly with a younger audience – if they can successfully play to its strengths. Commenting on the partnership, CEO Andrew Rees said during the 2021 ICR Conference that “it 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. One of the main reasons for this is Crocs’ strategic (and surprising) series of collaborations, which range from the rapper Post Malone to luxury brand, Balenciaga. After hearing how healthcare workers needed shoes that were “easy to clean, easy to put on and off and comfortable”, for example, it rolled out its ‘Free Pair for Healthcare’ initiative.The video, which shows him lounging in the middle of a street while blasting to music, has already garnered 102,273 likes and over 2 million views. So, with sustainability paramount for younger consumers (a core target demographic for the brand), Crocs is stepping up its own commitment to the environment. In 2021, however, a new pair of smart glasses – created by Facebook in partnership with Ray-Ban – could usher in a new era of mainstream wearable technology.
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