CROCS’ China playbook: From clogs to self-expression

Few consumer brands manage to turn a single product into a cultural symbol. Even fewer know how to keep growing after that symbol takes on a life of its own. Crocs is now at that point. For more than two decades after entering the China market, the multinational company best known for its clogs has pulled off a rare brand elevation: it has evolved from being a comfort-led footwear maker into a brand actively embraced by young consumers. More importantly, it has acquired something marketing budgets can rarely buy outright: a form of cultural identification shaped organically by consumers themselves. From inventive collaborations and outfit posts on social media to a vast fan community affectionately known by Chinese consumers as “Dongmen,” Crocs has gradually moved beyond a business narrative driven by a single product. It has entered a more complex, more revealing phase: how to make a product continually carry different forms of self-expression and, in doing so, settle into a lasting sense of brand identity. That is precisely the question many consumer companies are trying to answer but few truly solve. A hit product can generate sales but not necessarily loyalty; traffic can amplify visibility but often struggles to become durable brand recognition. After the forward-looking launch of “Come As You Are,” Crocs unveiled “Wonderfully Unordinary” in 2026, its first new global brand platform in nearly a decade — an effort to speak more directly to the current cultural moment and its consumers. Rather than just emphasizing an inclusive brand value, Crocs goes a step further, turning acceptance into a more active mode of expression: not only being comfortable as oneself but also having the courage to express one’s taste, attitude, and way of life. In an interview with Jing Daily, Carly Gomez, senior vice president and chief marketing officer of Crocs, framed the shift as a reflection of the times: in a cultural environment “filled with imitation and algorithmic sameness,” people are increasingly drawn to authenticity and more eager to use what they wear and buy to show who they are. That is precisely the brand core Crocs wants to amplify: not defining what “different” should look like, nor being different for difference’s sake, but creating the possibility for every already-distinct self to be expressed. You don’t need to have it all figured out; you just have to be your most authentic self. For Crocs, this is not merely an update to its brand narrative but a long-term operating logic built around self-expression. The bet is on creating a more frequent and sustained relationship with younger consumers, from the expanding Jibbitz charms business to localized product development that responds more quickly to cultural moments, from offline “Dongmen” community events to a denser push into short dramas, livestreaming, and social content. Crocs is seeking to extend a single purchase into ongoing participation, turning consumers from wearers into co-creators. China plays an especially important role in this strategy. Crocs has observed that Chinese consumers are far more invested in personalized expression than those in most other markets. They are more willing to try platform styles, more active in buying Jibbitz charms, and more eager to show their creative styling choices on social platforms. Product trends and marketing approaches tested in China are often later carried into other markets. For much of the past, innovation at global brands tended to flow from headquarters to regional markets. At Crocs, the Chinese market is increasingly playing the opposite role: exporting ideas back out. From a business perspective, this points to a more consequential form of competitive strength. When a brand’s meaning is no longer defined only by the company but continually expanded through consumer participation, it gains a kind of vitality that is harder to copy. For Crocs, this may be the future that “Wonderfully Unordinary” truly gestures toward: not just being worn on the feet but being folded into the everyday language of young people’s self-expression. Crocs’ new brand chapter Jing Daily: From “Come As You Are” to “Wonderfully Unordinary,” Crocs’ brand narrative reached a critical point of evolution in 2026. What strategic considerations were behind the decision to update the brand narrative at this particular moment? Carly Gomez: “Wonderfully Unordinary” signals the next chapter for Crocs, and we see it as an evolution of “Come As You Are” rather than a departure from it —celebrating self-expression is still core to Crocs and who we are. “Wonderfully Unordinary” is our first new global brand narrative in nearly 10 years and reflects who we are becoming and how we are showing up for a new generation. At a time when culture is saturated in imitation and algorithmic sameness, now felt like the right time to have a narrative that resonates with today’s generation, who are learning to trust their instincts, cut through the noise, and stay true to who they are. At its core, "Wonderfully Unordinary” is about experiencing life in Crocs shoes in ways that feel fresh, real, and deeply human. It captures the emotion of our brand, our consumers, and the world around us in a way that feels unmistakably Crocs. JD: You have mentioned being drawn to Crocs’ company culture. In your view, how is the philosophy of “Wonderfully Unordinary” practiced and reflected within Crocs, from organizational management to day-to-day operations? CG: Crocs is a brand I’ve long admired for its innovative, digitally led, social-first marketing approach. Crocs genuinely connects with its fiercely loyal fans in ways that no other brand can. That spirit of innovation, experimentation, and showing up as your most authentic self is a value that I see lived within the walls of Crocs every day. A great example of this: we recently became the first brand to collaborate with ReelShort on a micro-drama series, “Charmed to Meet You,” and it was inspired by a member of our own marketing team that was exchanging Jibbitz charms with someone in her building. We know that “Wonderful Unordinary” ideas can come from anywhere, and our fans really connected with this one. JD: In China, how does Crocs ensure that “Wonderfully Unordinary” genuinely resonates with Chinese consumers rather than remaining just a campaign line? CG: While we tailor our marketing strategy in each market around the world, we take this to the next level in China with hyper-localization to better connect with consumers. For example, we created our own celebrity ambassador program in China, partnering with big names like Tan Jianci and Bai Lu. We also release local collaborations with Chinese brands, including Feng Chen Wang, Clot, Canotwait, Pop Mart, SMFK, Melting Sadness, and Sankuanz. Beyond our global brand priorities, we make sure to layer in additional partnerships and moments that are unique to the Chinese consumer, culture, and calendar. We know that young Chinese consumers want to purchase from brands that bring them joy and encourage self-expression, which is what “Wonderfully Unordinary” is all about. While it’s a global brand narrative, we’ve worked hard to make sure that it has local relevance. We work closely with our local teams to ensure that the spirit of the work resonates and comes to life regionally in authentic ways, whether that’s through campaigns, celebrity partnerships, or brand collaborations. JD: When it comes to personalized expression, particularly in the use of Jibbitz, what unique behaviors do Chinese consumers demonstrate that differ from the rest of the world? Have these insights influenced Crocs’ global product strategy? CG: Younger Chinese consumers are increasingly interested in self-expression and individuality. This extends to the products they buy. Crocs has always embraced self-expression, and our personalization offerings give consumers endless opportunities to show who they are on their feet, the bags they carry, the phone cases they use, and more. Our products are a canvas for self-expression, and that is resonating strongly with Chinese consumers. We see consumers in China embracing personalization at a higher rate than in other regions. Our retail locations are designed for this and have become a place where consumers come together and spend time finding the perfect combination of Jibbitz charms. We’ve leaned into this in China by putting a focus on our Jibbitz business, even working with local teams to produce timely and culturally relevant charms for the Chinese consumer. We definitely watch what trends are taking off with Chinese consumers to help inform global strategy on the product side and in marketing. We have a robust team in China that closely follows the consumer, gaining insights that help inform global strategy across product and marketing. We also sometimes use China as a testing ground for products that we then launch globally or in other markets. We also closely follow China’s digital and social trends, as consumers here adopt new technologies and platforms at a rapid pace. When we first saw livestream shopping gaining popularity in China, we jumped on it quickly, establishing ourselves as the number one footwear brand on TikTok Shop in a few short months. The long-term strategy behind “Dongmen” JD: The term “Dongmen” was first coined by consumers themselves and gradually evolved into a community label. How has Crocs seized this opportunity to embrace and empower that spontaneous community energy? CG: Crocs has incredibly passionate and loyal fans all around the world, including the Dongmen community in China. When we see organic fan communities growing, we fully embrace them by directly engaging with fans online and even promoting their content when appropriate. We began hosting Dongmen workshops in 2024 for superfans to bring online experiences offline and build community. In 2025, we hosted around 100 events in nearly 50 stores around China to reach more superfans, while the hashtag #Dongmen has generated more than one billion views across the internet. We bring them in store to give them unique and personal experiences where they can come together to share their fandom, get styling tips, try on the newest products, and share stories. JD: How does Crocs balance product innovation with preserving the Classic Clog as the foundation of its brand recognition? CG: Everything we do aligns with our core molded DNA — it’s what sets us apart and makes our shoes innovative. Using our iconic Classic Clog as a starting point, we are a brand that pushes the boundaries of design and isn’t afraid to release products that our consumers have never seen before. Around the world, we are continuing to drive brand relevance by iterating on our iconic Classic Clogs with new materials and on-trend designs. We’re introducing new styles that draw inspiration from the Classic Clog with materialization updates and multiple ways to customize like our Classic Crafted Clog. We’ve seen our sandal styles gain a lot of traction in China and recently introduced our street-style inspired Echo Clog that reimagines the typical clog silhouette. We also relaunched the Bae Clog in China last year as a height iteration of our Classic Clog in partnership with global brand ambassador Tan Jianci. JD: During key sales moments such as 618, Singles’ Day, and Croctober, how does Crocs balance the need for short-term sales growth with the long-term building of brand trust? CG: Every moment has to be rooted in who we are and our global marketing strategy. We show up in culturally relevant and timely moments, but we’re also focused on building long-term brand love by connecting with our fans on a deeper emotional level. We’ve built a loyal fanbase over the years by listening and responding to our consumers during these key moments. For example, our fans are so dedicated that they created our very own holiday, which we turned into Croctober — a month-long celebration of all things Crocs shoes. Each year, during Croctober, we listen to our fans and give them the products they’re asking for, including the Classic Cowboy Boot, Pet Crocs, and last year’s Classic Unfurgettable Leopard Knee High Boot. While these may be short-term sales wins, they’re also growing our fanbase for the long term by connecting with them in unexpected ways. JD: Looking ahead, how will Crocs continue to build a multi-dimensional brand ecosystem to achieve long-term, sustainable growth in the Chinese market? CG: Chinese consumers are sophisticated, savvy, and fast-moving. We’re focused on keeping up with them and continuing to authentically engage with them in person and online. We’ll continue to lean into our localized digital marketing and product strategies to give Chinese consumers what they want and to meet them on the platforms they use. Through more storytelling with consumers, we’ll continue to build brand love in “Wonderfully Unordinary” ways that complement our products.

CROCS’ China playbook: From clogs to self-expression

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CROCS’ China playbook: From clogs to self-expression

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