Crocs puts self-expression over algorithmic sameness with new platform

Core Insights - Crocs is launching a new global brand platform titled "Wonderfully Unordinary" aimed at appealing to younger consumers, particularly Gen Z, by emphasizing self-expression and real-world experiences [2][6] - The campaign features a 90-second emotionally-driven advertisement showcasing mannequins coming to life after wearing Crocs, symbolizing a departure from digital uniformity [3][6] - The brand aims to create a unified global presence and will expand the campaign through various marketing strategies, including influencer partnerships and retail activations, continuing through 2026 [3][5] Marketing Strategy - The "Wonderfully Unordinary" campaign replaces the previous "Come As You Are" initiative from 2017, marking a significant shift in Crocs' marketing approach [6] - The campaign is designed to counteract trends of automated technology and AI, promoting authentic human experiences instead [4][6] - The creative direction is led by agency Flower Shop, with the advertisement directed by Adam Berg and filmed in São Paulo, Brazil [3] Leadership Changes - The rebranding effort follows the appointment of Carly Gomez as CMO and Terence Reilly as the first chief brand officer, who is focused on enhancing the creative narrative for Crocs and its subsidiary brand, Heydude [5][6]