Broomfield-based Crocs has introduced “Wonderfully Unordinary,” a new global brand narrative aimed at fostering self-expression. This campaign marks the company’s first significant brand update in almost a decade, transitioning from its “Come As You Are” campaign launched in 2017.
The “Wonderfully Unordinary” initiative signals an evolution in Crocs’ messaging, focusing on personal growth, creativity, and individual experiences in the brand’s footwear. The campaign aims to resonate with younger consumers who embrace unique perspectives, highlighting that everyone can shape their own narratives and experiences.
Chief Marketing Officer Carly Gomez emphasized the authenticity and joy the brand offers, stating, “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.”
The campaign features a newly released anthem film created by the Flower Shop agency. Directed by Adam Berg, the film portrays human expression through striking visuals and is set to premiere in the U.S. today, with a global release scheduled for January 29.
Crocs plans to expand the “Wonderfully Unordinary” platform through various mediums, including digital experiences, influencer partnerships, and retail activations, establishing a cohesive brand presence worldwide.
With a focus on authentic experiences rather than trends, the brand seeks to inspire people to be themselves, stating, “You don’t have to have it all figured out, you just have to be your most authentic self.” This messaging will guide Crocs as it progresses through 2026 and beyond.
The primary source was PR Newswire.
