Who Made Crocs Cool
Once exclusively the shoe of nurses everywhere, Crocs’ marketing team has done a phenomenal job of making the foam clog shoes a staple for Gen-Zenials everywhere. In addition to strategic influencer and brand partnerships, this boost in popularity was mainly done with the help of some really strong and eclectic celebrity partnerships.
Crocs’ choice of celebrities provides an incredible range of people, hitting demographics that span all ages and genders. In this blog,Hollywood Branded explores four of the top Crocs celebrity partnerships with Ruby Rose, Luke Combs, Post Malone, and Justin Bieber.
Post Malone / Crocs
No stranger to the brand, Post Malone has created not one, but four unique launches for Crocs. His first collaboration with the brand featured his brand’s name “Posty Co.” on the heel along with six custom Jibbitz charms, one of those being Malone’s “Stay Away” tattoo. This pair sold out in under an hour, so it was a no brainer when the brand approached Post for a second collaboration. This version was inspired by his latest album at the time, “Beerbongs & Bentleys,” and the shoe featured a yellow and black barbed wire design with another six custom Jibbitz charms. This collaboration AGAIN sold out in under an hour – sensing a pattern here?
By his fourth collaboration, the Crocs basically marketed themselves. Knowing they wouldn’t last long though, Malone made a surprise delivery of this design to hundreds of employees and customers at Chicken Express in Southlake, Texas, where the musician worked his first and only job pre-music. And it’s a good thing he did because to literally no one’s surprise, this collaboration also sold out in minutes!
Justin Bieber + DREW / Crocs
Given his immense popularity combined with his relaxed streetwear vibe, Justin Bieber was a no brainer when it came to a Crocs collaboration. The partnership is actually between Justin Bieber, Crocs, and Justin’s clothing brand Drew, which is very obvious when you see the bright yellow color of the Crocs that matches Drew’s iconic colors perfectly. Just teasing the collaboration at first with a cryptic Instagram post from Justin’s account featuring a pair of Crocs floating in a pool, the brand’s stock jumped 13%! When the co-branded design finally launched, it barely lasted 90 minutes before every pair was sold out. In his promotion of the collab, Justin said, “I’ve been wearing Crocs since the beginning of time, and now I have my own design.”
Drew Barrymore / Crocs
Launching in 2018, Drew Barrymore is one of the few non-musician celebrities to collaborate with Crocs. The actress and talk show host launched a limited-edition line of Crocs for both women and kids that of course featured the brand’s iconic aesthetic mixed with a touch of Drew’s personal style and embellishments. And… the collaboration has been a confirmed hit as the styles are sold out on Crocs’ website. It seems that appealing to moms and kids in addition to the coveted Gen-Zenial market proved a worthy risk for the brand to take on!
Luke Combs / Crocs
Tied only with Post Malone for the most Crocs collaborations to date is country music superstar, Luke Combs, with a whopping FOUR collabs with the brand. And similar to Post Malone, each collaboration is has been more successful than the last. Previous designs have featured a wood pattern, another one featuring a camo print, and a third being a fresh take on a Croc slide. His latest paid, releasing in November of 2020 are white with a black fleece interior, proving that not even winter weather should keep you from rocking clogs with holes in them. This pair again, sold out in minutes and can be found on resale sites for over $200 (they originally retailed for $65).
Ruby Rose / Crocs
After a successful collaboration in October 2019, Crocs sought to remake the magic yet again with actress Ruby Rose. This time the collaboration, which launched in June of 2020, marked a celebration of PRIDE, with proceeds of the sales being donated to GLAAD, an organization dedicated to promoting and ensuring fair, accurate and inclusive representation of people and events in the media as a way to build a culture that fully embraces and accepts the LGBT community. Keeping with the PRIDE theme, the foam clogs featured a rainbow marble design unique to each show, removable black laces that read “PRIDE”, and a 2.4 inch sole for added height (who needs stilettos when you got heightened Crocs!). And… shocker! The collaboration sold out within hours, proving yet another successful campaign for the brand.
Crocs Is Doing Something Right
The SOLD OUT graphics all over their website are a great indication of how well these collaborations are performing for the brand, even amid the pandemic that is butchering many retailers. In October 2020, Crocs reported a $362 million quarter, which is 15.7% higher than their earnings the year prior. This isn’t to say that they weren’t affected by COVID-19. The brand certainly took a bit of a nose dive around the March-April 2020 time period, but thanks to the shoe’s comfort (they’re perfect for rocking around the house, quarantining) and these celebrity partnerships, the brand is in a better place than they were pre-pandemic. When speaking with investors, Crocs CEO Andrew Reese had this to say about the celebrity collaborations, “They drive consumer engagement. They drive social and digital impressions on a global basis and on an enormous scale. In addition, the dynamics of the consumer shopping on our website allows us typically to collect their email addresses and create a relationship with those consumers, which obviously has value beyond the sale of that collaboration… Given the portfolio of collaborations, and the different types of consumers that we’re bringing to the site, that obviously broadens our reach as a brand.”
It's also important to note again the sheer range of celebrities the brand is partnering with. They’re reaching all genres of music with a sprinkle of some unique actresses, ensuring that there is a collaboration for every demographic. No one is off limits for Crocs, which is exactly how a brand should be approaching marketing right now, and it’s working!
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Crocs isn't the only brand to use celebrities and influencers to their advantage. Take a look at some of the below blogs featuring other notable brand partnerships!
- The Most Effective Celebrity Endorsements For Super Bowl 2020
- Ariana Grande's Partnership With Starbucks
- Celebrity Partnerships With Makeup Brands
- The Top Food Influencers and Branded Partnerships
- Top Celebrity Beverage Endorsers
One of the top questions we get from brands interested in celebrity and influencer partnerships is, "How much will it cost?" Of course a very fair question, but not an easy answer. Check out the below calculator to get a better idea of how much your dream influencer will cost!