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 us really love us,” Yann Le Bozec, Head of Marketing/EMEA & LATAM at the footwear brand, told the Festival of Marketing (March 2022). “We’re one of a kind and so are our fans.”

From the butt of the joke to the heart of the party

That sentiment was also evident five years earlier, when...

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