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

The first new global narrative in nearly 10 years, this multi-year brand platform unlocks a new chapter for the brand, rooted in authenticity, creativity, and experiencing the world differently in Crocs shoes

BROOMFIELD, Colo., Jan. 28, 2026 /PRNewswire/ -- Crocs (NASDAQ: CROX), a world leader in innovative casual footwear, today unveils "Wonderfully Unordinary," a bold new global brand platform and creative narrative that marks a defining new chapter for the Crocs brand. More than a marketing campaign, Wonderfully Unordinary signals an evolution for the brand – one that moves beyond belonging into becoming, reflecting a shift towards growth, self-expression, and the future version of both the consumer and the Crocs brand.

This is Crocs' first global omnichannel brand campaign since the launch of the brand's former Come As You Are campaign which debuted in 2017 as an open invite to consumers from all over the world to be their most authentic selves. While that will remain an enduring ethos for the brand, the launch of Wonderfully Unordinary is a deeper click-down into that purpose, speaking to a younger new 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. 

"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," said Carly Gomez, Chief Marketing Officer at Crocs. "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."

Wonderfully Unordinary launches with a 90-second hero film, created in partnership with award-winning creative agency Flower Shop. Directed by acclaimed SMUGGLER director Adam Berg, known for his celebrated work with some of the world's leading brands, the film was shot in São Paulo and features professional dancers cast as mannequins brought to life through striking visual effects. The result is a visceral, human expression of movement, emotion, and awakening, reinforcing Crocs' belief in real creativity and lived expression.

The anthem film debuts today in the U.S. and on January 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.

At a time when culture is saturated in imitation and algorithmic sameness, Crocs is focused on real life experiences – what it's like to smell flowers, dance with a friend, or pet an animal for the first time. Everything feels heightened, fresh, and full of possibilities. That's the feeling the brand aims to evoke through Wonderfully Unordinary. It's about celebrating instinct over perfection, self-awareness over performance, and real expression over manufactured trends. As Crocs enters this next era, the message is clear: you don't have to have it all figured out, you just have to be your most authentic self. And that's wonderfully unordinary.

For more information on Crocs and Wonderfully Unordinary, visit www.crocs.com and follow @crocs on social media.

About Crocs, Inc.:

Crocs, Inc. (Nasdaq: CROX), headquartered in Broomfield, Colorado, is a world leader in innovative casual footwear for all, combining comfort and style with a value that consumers know and love. The Company's brands include Crocs and HEYDUDE, and its products are sold in more than 80 countries through wholesale and direct-to-consumer channels. For more information on Crocs, Inc. visit investors.crocs.com. To learn more about our brands, visit www.crocs.com or www.heydude.com. Individuals can also visit https://investors.crocs.com/news-and-events/ and follow both Crocs and HEYDUDE on their social platforms.

SOURCE Crocs, Inc.