Crocs is hoping to reintroduce itself with the launch of a new global brand campaign aimed at defining its next chapter.
Dubbed “Wonderfully Unordinary,” the new platform is the brand’s first global omnichannel campaign since the launch of its former “Come As You Are” spot, which debuted in 2017. Crocs said that the new campaign “signals an evolution for the brand,” reflecting a “shift towards growth, self-expression, and the future version of both the consumer and the Crocs brand.”
Crocs noted that its newest venture hopes to speak to a new younger generation that “recognizes that the world looks different to everyone, and each person has the ability to shape their own story and how they experience everything around them.” At its core, this campaign is about “Crocs bringing you to life and helping you experience the world as new again,” the company added.
“Wonderfully Unordinary” launches with a 90-second hero film, created in partnership with creative agency Flower Shop. Directed by acclaimed “Smuggler” director Adam Berg, the film was shot in São Paulo and features professional dancers cast as mannequins brought to life through visual effects.
Crocs’ new “Wonderfully Unordinary” campaign seen in NYC.
Courtesy of Crocs
The short film is now live in the U.S. and will launch on Jan. 29 globally, marking the first chapter of a brand narrative that will continue unfolding throughout 2026 and beyond. The “Wonderfully Unordinary” platform will extend across product storytelling, digital and social experiences, talent and influencer partnerships, retail activations, and out-of-home, creating a unified brand presence around the world.
“Since joining Crocs, I’ve seen firsthand how the brand brings joy to everyday life and invites people to experience the ordinary in wonderfully unordinary ways,” Carly Gomez, chief marketing officer at Crocs, said in a statement. “That same spirit resonates with today’s generation, who are learning to trust their instincts, cut through the noise, and stay true to who they are.”
Crocs’ new “Wonderfully Unordinary” campaign.
Courtesy of Crocs
This news comes months after Crocs opened the doors to its remodeled 34th Street store in NYC.
Located at 152 W. 34th Street, the 6,300-square-foot store spans two floors and features a selection of the brand’s signature footwear models, personalization moments and a Jibbitz Bar.
Plus, a custom Jibbitz mural by local NYC artist Jon Contino provides a social-ready moment on the second floor, which also showcases the brand’s lifestyle, Crocs @ Work, kids, and toddler assortments.
The store is officially Crocs’ largest in North America, the company noted.
In October, the footwear firm posted third quarter earnings results that were better than what Wall Street expected.
For the three months ended Sept. 30, net income fell 27.0 percent to $145.8 million, or $2.70 a diluted share, from $199.8 million, or $3.36, in the year-ago period. Revenues were down 6.2 percent to $996.3 million from $1.06 billion a year ago.
