Crocs Unveils "Wonderfully Unordinary," a New Global Brand Narrative Ushering in the Next Era of Self-Expression

Core Message - Crocs has launched its first global omnichannel brand campaign, "Wonderfully Unordinary," aimed at a younger generation, emphasizing authenticity and personal storytelling [1][4]. Campaign Overview - The campaign follows the previous "Come As You Are" initiative from 2017 and aims to deepen the brand's connection with consumers by celebrating individual experiences [1]. - "Wonderfully Unordinary" features a 90-second hero film directed by Adam Berg, showcasing professional dancers as mannequins, highlighting creativity and real-life expression [2]. Launch Details - The anthem film debuted in the U.S. and will be released globally on January 29, marking the beginning of a narrative that will evolve through 2026 and beyond [3]. - The campaign will encompass various platforms, including product storytelling, digital experiences, influencer partnerships, and retail activations, to create a cohesive global brand presence [3]. Brand Philosophy - Crocs aims to evoke genuine life experiences and emotions, contrasting with a culture of imitation and sameness, and promoting authenticity over perfection [4]. - The brand's message encourages individuals to embrace their true selves, reinforcing the idea that being "wonderfully unordinary" is a strength [4]. Company Background - Crocs, Inc. is a leader in innovative casual footwear, with products sold in over 80 countries through various channels, including wholesale and direct-to-consumer [6].