Inside Crocs marketing: What they do differently on social media (and why it works)

If there’s any brand that understands the power of the comeback, it’s Crocs. Its most recognizable product—lightweight, perforated clogs—were a fashion staple in the early to mid-2000s. However, the fallout from the 2008 global recession paired with overproduction left the American footwear business in a precarious state.

But nearly 20 years later, Crocs has emerged stronger than ever.

With the help of a new executive team and a refreshed marketing strategy (including social media marketing), Crocs increased its annual global revenue from $1.2 billion in 2014 to $4.1 billion in 2024.

The number of Crocs stores worldwide also hit its highest point in seven years as of 2024, with a total of 390 stores. Although the United States has the highest proportion of Crocs storefronts, the brand has expanded globally, with most of its international retail shops in South Korea (95), China (51) and Japan (21).

Crocs’ revival is undeniably impressive, and its social strategy has been a driving force in its overall marketing success.

In this guide, we’ll break down Crocs’ approach to social media and what you can learn from it.

Crocs’ marketing strategy is embedded in their brand ethos

Although its style can be polarizing, Crocs is unapologetic about its bold and unmistakable brand identity. Instead of trying to please everyone, it leans into its distinct aesthetic and uses social marketing to connect with people who also value self-expression.

One of Crocs’ core values is optimism, with the brand looking on the bright and colorful side of life. This philosophy is reflected in its rainbow-hued products and showcased across its social profiles. On networks like Instagram, TikTok and Facebook, the brand features a vibrant kaleidoscope of colors, from butter yellow to bright orange to sky blue.

Crocs is also self-described as “delightfully democratic”, believing that everyone should be able to express their unique sense of style via their footwear—another reason for the wide variety in its product line.

Beyond the colorscape, the social content itself also upholds Crocs’ commitment to positivity and individuality. The brand often jumps onto fun trends—such as monthly horoscopes—and uses a tongue-in-cheek tone in its captions.

Posts like these are a playful and effective reminder that:

1. With Crocs, the possibilities for self-expression are endless.
2. Lighthearted and laid-back, the brand is comfortable with its identity—just as you should be with yours.

Glocalization, not globalization

To break into international markets, Crocs knew its brand ethos couldn’t be one-size-fits-all. Instead, they strategically adapted it for local contexts to engage global audiences and usher them into the Crocs community.

So, how is Crocs regionally customizing its content?

One tactic has been creating dedicated local social media accounts. For instance, on Instagram, there are accounts for the UK & Europe, Indonesia, Japan and Mexico, to name a few. While all the accounts prioritize product-led, colorful visuals, each feed is adapted to the regional culture, featuring original carousels, Reels and highlights.

Language is another means of social media personalization for Crocs. The brand often posts multilingual content, making it more accessible and captivating for global consumers.

For example, the Facebook post below was part of a successful Brazilian campaign, in which the brand posted content in Portuguese.

Crocs also blends global trends with local talent, collaborating with influencers and celebrities who are especially beloved in specific regions.

Buzz around the collaboration with K-pop group Le Sserafim began early, with Sprout Listening data showing over 4,000 messages from fans sharing posts about their excited anticipation before the launch to rejoicing in getting a pair afterwards between September 28 and November 19, 2025. Leaning into the group’s fanbase, Crocs’ was able to embed itself in an existing community of highly engaged customers by creating a design that reflect’s the group’s bold and fearless style.

Crocs’ partnership with Chinese singer, dancer and producer, Xin Liu, is another good example. Having risen to fame on the reality show Youth With You 2, Liu has over two million followers on Instagram. In addition to sharing her music with her audience, she spotlights her personal style, with outfits including everything from orange tassels to pink rhinestones.

Given her signature style, she was the ideal partner for Crocs, collaborating with the brand in honor of Lunar New Year (specifically, the Year of the Snake).

By spotlighting a regional holiday and teaming up with a relevant celebrity who champions individuality, Crocs upheld its commitment to self-expression and reinforced its global identity in a culturally relevant way.

How Crocs uses collaborations to create cultural moments

Crocs has mastered the art of turning collaborations with influencers, celebrities and other brands into unforgettable cultural moments. The brand expertly selects the creators it partners with, choosing figures who are already genuine Crocs fans. As a result, the content feels more authentic, which is the top trait social users look for in branded social content, per The 2025 Sprout Social Index™.

From limited-edition collections to custom collaborations with some of the world’s most relevant celebrities, Crocs drives urgency and excitement in its social content.

Here’s a breakdown of some of the brand’s most unique and unforgettable partnerships to date, and how it used these collaborations to be a part of online (and offline) culture.

Nostalgia with Big Comfy Couch

Nostalgia marketing can be extremely effective in driving sales and customer loyalty.

Per a 2025 UserTesting survey, 71% of Americans, 62% of Australians and 63% of Brits say they’re likelier to buy from brands they associate with their childhoods. On average, consumers from these regions also said they would be willing to pay up to 27% more for nostalgic comebacks, such as iPods and Game Boys.

Crocs saw this desire for nostalgia and grabbed hold of it in one of their recent TikTok collaborations, partnering with the beloved characters from the ’90s children’s show, The Big Comfy Couch.

In one video, Loonette the Clown performs her signature “clock stretch” but instead of lying on a clock rug, she lies atop a Croc print on the floor—transforming the exercise into a “Croc stretch”.

In another, Loonette reads a unique story to her friend, Molly Dolly, that seamlessly integrates Crocs into the plot.

The two posts peaked Crocs’ social media engagement, garnering nearly 200K interactions combined, according to Newswhip by Sprout Social data. Many users expressed delight at the nostalgic nature of the partnership, leaving comments like “STOPPP IM AN ADULT NOW AND IM STILL OBSESSED. TAKE ALL MY MONEY” and “I missed this diva!!!”

Weaving their product seamlessly into an old favorite was Crocs’ way of embracing the charm of the original show, rather than trying to change it. The result was a social campaign that felt authentic, nostalgic and genuinely fun.

Luxury & high fashion crossovers with Balenciaga and Swarovski

Despite Crocs not being a luxury brand, that hasn’t stopped it from partnering with high-end labels—a clever decision as luxury shopping becomes more popular.

As of 2025, the global luxury goods market is valued at over $471 billion, and this figure is expected to grow by 2.9% annually for the next five years. Millennials and Gen Z—two of Crocs’ primary customer bases—are the biggest spenders, accounting for 45% and 20% of luxury goods spending worldwide, respectively.

In June 2021, Crocs teamed up with Balenciaga, debuting Croc stilettos at the designer’s 2022 fashion show, combining affordable comfort with premium design.

And it got people talking. In the weeks that followed the launch, it spawned nearly 400K interactions across the web; many were shocked by the collaboration of two seemingly disconnected brands.

But this partnership was just the beginning, setting the stage for upscale collaborations that surprise and delight audiences. And live up to the brand’s commitment to innovation.

That brings us to May 2025 and the launch of Swarovski x Crocs.

The limited-edition line saw two of Crocs most beloved styles—the Classic Clog and Bae Clog—bedecked with Swarovski crystals. It also featured exclusive Jibbitz charms, including a sparkling Queen of Night flower.

Per DSCENE, Crocs’ VP of Global Marketing Matias Infante called the collection a “bold evolution” for the brand.

“We’re elevating our most recognizable silhouettes and solidifying our place in the fashion conversation,” he said.

The collaboration achieved exactly that, preserving Crocs’ classic designs while innovating them to fit into the high fashion space, where self-expression is embraced and celebrated.

To explore the collection and buy these limited-edition pairs, consumers had to download and purchase it through the Crocs app. This was a doubly clever move from Crocs; not only did they generate buzz and exclusivity, but they also used the partnership to funnel more people directly into its digital ecosystem.

Fashiontainment & pop culture with celebrities

Fashiontainment—where the world of fashion meets entertainment—is becoming a go-to tactic in apparel brands’ social media strategies. And with good reason, given that entertainment is the third most important trait of branded social content, according to the Index.

In practice, fashiontainment can take various forms, including product placement in popular shows, IRL events and collaborations that defy consumer expectations—all of which Crocs does masterfully.

For example, some of its most recent celebrity collaborations have included figures like Millie Bobby Brown, Young Miko and Kai Cenat.

In its partnership with Millie Bobby Brown, the brand featured whimsical, colorful images of the Stranger Things star wearing its new product: cozzzy clogs.

The post clearly hit the right note with the Crocs’ audience; the Instagram carousel received over 500K engagements on August 13th alone—their biggest spike in interactions on the network between July 14 and October 14, 2025.

The company continued seeing success in the weeks that followed, thanks to its Young Miko product drop. Crocs worked with the Puerto Rican rapper to create a custom Jibbitz pack, then announced the launch via an Instagram carousel featuring her and the products.

The post prompted the second-biggest spike in Instagram interactions during the same period, receiving over 260K interactions.

Crocs also jumped on one of the biggest pop culture moments of 2025: the release of Taylor Swift’s twelfth studio album, The Life of a Showgirl.

The move was firmly on the pulse of online culture, given that 69% of social users felt brands should post about the album, per the Q4 2025 Sprout Social Pulse Survey.

On Facebook, the brand shared a reel of someone decorating a pair of orange Crocs with feathers, rhinestones and tassels in keeping with the album art. It also included a pun in its caption, maintaining Crocs’ tongue-in-cheek tone.

The post was well-received by its audience, garnering nearly 4K interactions on October 5, 2025 alone. This accounted for Crocs’ biggest spike in Facebook interactions during the July 14 to October 14, 2025 period.

These celebrity and pop culture tie-ins highlight just how well Crocs knows its audience, leveraging the trends and figures they love most. All the while, Crocs consistently keeps its product and brand values—playfulness and originality—at the forefront.

Unexpected & niche mashup with Our Place

Crocs also specializes in unexpected, niche partnerships that cut through the noise and right into consumers’ memories.

Take its collaboration with the cookware brand, Our Place.

In line with Our Place’s butter-yellow cookware collection, Crocs created a custom line of Jibbitz, including sticks of butter, a buttered slice of toast and the butter-yellow pans themselves.

To generate buzz around the collaboration, the brands posted a joint Instagram giveaway, offering social users the opportunity to win the entire cookware set, a Wonder oven, a pair of exclusive butter Crocs shoes and Jibbitz charms.

Although footwear and kitchenware may seem like unrelated industries, the companies actually have a lot in common. Both use color and style as a vehicle for expression, prioritize innovation and strive to bring people together—all of which have generated uber-loyal fandoms.

Together, they combined the best of both their worlds, creating a novel experience for existing audiences while simultaneously using the collaboration to reach new fans.

How Crocs’ social media presence is a masterclass in engagement and creativity

Crocs has managed to turn itself from a once-polarizing brand into a footwear staple and social media icon. Bold, clever and refreshingly human, Crocs is proof that social marketing is most effective when you’re not just selling but truly connecting with your audience beyond partnerships and campaigns.

According to Sprout Listening data, Crocs has achieved over two million total engagements between September 28 and November 19, 2025 alone. Let’s take a look at some of the key tactics feeding this engagement and that Crocs uses to consistently stand out on social.

Embrace and encourage UGC

A key way that Crocs nurtures brand authenticity is by encouraging its customers to create user-generated content (UGC).

In Crocs’ case, UGC comes in the form of day-in-the-life vlogs, funny skits and styling videos like the one below from creator Ariel Kellogg.

Celebrity fans even post UGC, further fueling viral trends. Between September 28, 2025 and November 19, 2025, Sprout Listening data showed a fan-fueled trend around #CrocsKoreaXTen that spurred almost 2,000 messages. It all started on Instagram, when Thai K-Pop star TEN of NCT and WayV shared an Instagram story wearing Crocs’ limited-edition Classic Unforgettable Leopard Knee High Boots created in collaboration with rapper T-Pain. The trend quickly spread to X, where fans speculated about a future partnership and even started tagging Crocs directly to share their excitement about the prospect of it. A well-known fan of Crocs, TEN has frequently incorporated customized Crocs into this outfits, making him an organic ambassador, even if they never formalize a partnership.

Because it outsources content creation to loyal customers, UGC produces a perpetual loop of authentic word of mouth. Customers of all level of influencers go from being product enthusiasts to acting as brand ambassadors representing the Crocs community in their own creative ways.

This individuality ties directly back to one of Crocs’ core values. With a vast selection of styles, colors and Jibbitz, no two pairs of Crocs are ever the same. And every piece of UGC spotlights that personal touch, encouraging and celebrating the Crocs community’s self-expression.

Personalized engagement

The Q2 2025 Sprout Social Pulse Survey found that audience interaction is the thing social users crave most from brands, with 58% ranking it their top priority.

That desire for engagement is something Crocs takes seriously, particularly in its comment sections on networks like TikTok and Instagram. Not only does the brand reply to social media comments, but it tailors these responses to directly address each user’s unique talking points while maintaining its casual, compelling and often cheeky brand voice.

For instance, to promote its Grinch-themed Crocs, the company created a series of TikTok videos featuring its own spin on the green character.

One of the videos sees the Grinch wearing a white wig and reciting some iconic lines from Miranda Priestly, the tyrannical boss from The Devil Wears Prada. People quickly picked up on the movie crossover, with someone commenting, “I know the Devil Wears Prada when I see it”. Crocs replied with another nod to the film, referencing some of Priestly’s signature approval signs (i.e. nodding and smiling).

Plus, this is another case of Crocs harnessing the power of nostalgia. In this case, the brand is embracing nostalgia in its content and the comments, allowing it to partake in online culture in two different ways.

This kind of personalized engagement is just one example of how Crocs turns digital conversations into meaningful moments of connection with its audience.

Adapting to global events

Crocs consistently thinks on its feet, pivoting its marketing strategies to align with major events and trends important to its customers. By adapting to these ever-changing elements, Crocs preserves its relevancy in the minds of consumers.

One example is its Free Pair for Healthcare initiative, which it launched in 2020 during the COVID-19 pandemic. Crocs knew that one of its longtime, core customer groups was healthcare workers, who liked that the shoes were comfortable and easy to clean.

“It became obvious that we have a product that a group of our consumers have been buying from us for years, and that particular group had an immediate and real need,” said Crocs’ Chief Digital Officer Adam Michaels. “We thought the best way to give back was to give them the footwear they needed on the front lines.”

As part of the initiative, Crocs donated over 860,000 pairs of shoes worldwide, totaling $40 million in value.

The brand upheld the program in the years that followed, promoting it on social by sharing pictures of real nurses wearing Crocs on the ground in hospitals and clinics. This is another great display of Crocs’ UGC, which keeps its marketing grounded in real people and stories.

Crocs is proof that adaptability—particularly when paired with authenticity—can turn global events into marketing masterclasses that never lose sight of the customer.

Quirky & playful content

As we said before, Crocs doesn’t take itself too seriously. So it’s unsurprising that the brand leans heavily into funny, unconventional content on its socials.

But this social marketing move isn’t just to align with the brand’s identity; it’s to give social users what they want. According to our Q2 2025 Pulse Survey, 34% of social users expect to see humorous content from “bold” brands like Crocs.

And posts like the one below do an excellent job of meeting that expectation. In the POV-style Reel, someone heads to the fridge, and the text overlay reads “nothing like a couple cold ones after a long day”. While this expression generally means someone is grabbing a couple of beers, Crocs took this idea of comfort to a new level, revealing a pair of its clogs in the fridge.

Unexpected and silly, the post is a prime example of how Crocs uses humor to cut through the noise, stay true to its brand and grab audience attention in a relatable way.

Tailored content for younger audiences

With its core audience made up of young people, the brand makes sure to keep its finger on the pulse of what’s most relevant to those demographics, such as the fashion trends, TV shows and musicians they’re currently loving.

One of these generations’ most beloved artists is Beyoncé. Per the 2024 State of Beyoncé: A Study of Fandom Culture survey, 26% of Millennials and 19% of Gen Z respondents consider themselves part of the “Beyhive”.

So, it’s no surprise that her Cowboy Carter Tour was a cultural phenomenon—and Crocs capitalized on it. Take this Reel from June 2025, in which Crocs are decorated in honor of the tour.

Leveraging cultural moments like these enables Crocs to reinforce its relevance and intimate understanding of customer interests.

The Crocs marketing playbook: Key takeaways for your strategy

By taking a page or two from Crocs’ marketing playbook, you can transform your social content into a consistently relevant and innovative strategy.

Here are some of the key takeaways to integrate into your strategy:

• Personalized, authentic engagement: Social users don’t just want to be seen; they want to be understood. Customize your comments and replies, using customers’ names and acknowledging specific points from their original message or comment. Tailor your messages to ensure they abide by your brand voice, so users know exactly what to expect when engaging with you.
• Shared cultural memories: Stay up to date on what your audience is talking about, be it trending events, social media culture moments or global movements. Then, find authentic ways to join the conversation. Contributing to these broader discussions will keep your brand relevant, relatable and part of something bigger than itself.
• Trend agility and listening: In addition to tracking what your audience is talking about, use social media listening tools to keep tabs on how they feel about these topics and how these feelings shift over time. Use these insights to refine your content and messaging, demonstrating that your brand is agile and actively engaged.
• Authentic collaborations: Seek out influencers and creators who are relevant to your audience, and who are or can be true fans of your brand as well. This will add an extra dose of authenticity and fandom to your collaborations, while also helping keep your brand and content consistently aligned to online culture.

Why Crocs’ social media strategy is built to last

Crocs has proven that it has real staying power, not just as a fashion brand but as a social media marketing master.

Every move Crocs makes on social is guided by a deep understanding of its audience and what’s relevant to them. Using that knowledge, the brand creates content that speaks their language—featuring their favorite creators, jumping on trends they love and celebrating the moments that matter most to them—through the unmistakable Crocs lens.

Start understanding what your audience wants with The 2025 Sprout Social Index™, which digs into what consumers expect from brands on social.