Despite a recent period of softness in the footwear industry, Crocs are enjoying a moment. The company has a multifaceted marketing strategy that leverages celebrity endorsements, edgy collaborations with fashion brands, and social media. The company embraced the TikTok video app and created a video challenge that became viral. Additionally, Crocs have collaborated with designers like Vera Bradley and Justin Bieber.
The company has made great strides towards making red Crocs more appealing to children. They have partnered with Zooey Deschanel, Post Malone, and Priyanka Chopra, who joined the company's A-list endorsers last week. These brands don't have a set standard for what an ambassador or celebrity should look like. They don't have a single view of an ambassador or a celebrity.