Marketing the World’s Ugliest Shoes

“We are very confident being ugly.”

Few brands can pull off such a statement. But for Crocs, self-expression and confident comfort are central to the brand.

Crocs were first introduced two decades ago and designed to be worn on boats and docks.

The plastic shoes with holes have since become something of an (anti) fashion statement for everyone from high schoolers to healthcare workers.

Senior Vice President and Chief Marketing Officer Heidi Cooley did a Q&A detailing the brands marketing approach. The whole piece is worth reading for anyone looking to make strong choices surrounding their brand and connect with specific generations and audiences.

Crocs has done an impressive job aligning all the aspects of its brand. Its vision — “Everyone comfortable in their own shoes” – is a particularly inspired line that combines the shoes’ primary value prop with the brand’s commitment to self-expression.

No Such Thing as Bad Shoes

Crocs recognizes there are haters out there. It knows a lot about its potential audiences – Cooley says social listening is vital. “That is such an easy and affordable tool for all brands.”

Rather than working to convert the anti-Crocs contingent, the company often engages with them and embraces the memes and conversations taking place online. In fact, it’s central to their marketing strategy (and budget). Here’s the Crocs CEO on the tactic:

“Our goal is not to make the haters love the brand. It’s to exploit that extrinsic tension because it creates opportunity, it creates PR, it creates media, it creates interest. It creates a whole lot that would cost you a fortune to buy in other ways.”