Crocs have unveiled ‘Wonderfully Unordinary’, a new global brand platform that marks a significant shift in how the footwear brand approaches storytelling, creativity, and self-expression. This is Crocs’ first global brand campaign in nearly a decade, following the launch of its widely recognized ‘Come As You Are’ platform in 2017.
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The new narrative moves the brand’s focus from belonging to individuality, reflecting evolving cultural attitudes, especially among younger consumers who increasingly value personal identity over conformity. According to Crocs, the platform is designed to celebrate how people experience the world differently and shape their identities in unique, instinctive ways.
The launch is anchored by a 90-second brand film created with agency Flower Shop and directed by Adam Berg. Shot in São Paulo, the film features dancers portrayed as mannequins who gradually come to life through striking visual effects. Movement becomes a metaphor for awakening, freedom, and expression, reinforcing the brand’s message of embracing the unordinary in everyday moments.
Carly Gomez, Chief Marketing Officer at Crocs, said the platform reflects the brand’s long-standing belief in joy and authenticity. “Today’s generation is learning to trust their instincts, cut through the noise, and stay true to who they are. ‘Wonderfully Unordinary’ captures that spirit,” she noted.
The campaign debuted globally on January 29 and marks the first chapter of a long-term brand narrative set to continue through 2026 and beyond. It will extend across digital and social platforms, retail environments, creator partnerships, and out-of-home activations.
With this move, Crocs positions itself as a brand rooted in everyday expression rather than trend-driven culture, reinforcing its role as a canvas for individuality in a world of sameness.
