Why Crocs is comfortable with polarisation

Looks at why and how Crocs rely on being a love/hate brand and how this has helped propel their success and prominence.

Last year, Victoria Beckham said she’d rather die than wear Crocs. But Justin Bieber – the catalyst for her statement – was happy to collaborate with the brand and see his design quickly sell out. 

“Yes, we are polarising but the consumers that love...