Broomfield: Crocs, a global leader in innovative casual footwear, has unveiled “Wonderfully Unordinary,” a new global brand platform that signals a defining evolution in the company’s brand narrative. Positioned as more than a marketing campaign, the multi-year platform marks a shift toward deeper self-expression, creativity, and a renewed perspective on experiencing the world through Crocs.
The initiative represents Crocs’ first global omnichannel brand campaign since the launch of its Come As You Are platform in 2017. While the earlier message encouraged authenticity and inclusivity, Wonderfully Unordinary builds on that foundation with a stronger focus on growth, individuality, and the evolving identity of both the consumer and the brand. The new narrative aims to connect with a younger generation that views the world through diverse lenses and values the freedom to shape personal experiences.
“Since joining Crocs, I’ve seen firsthand how the brand brings joy to everyday life and invites people to experience the ordinary in wonderfully unordinary ways,” said Carly Gomez, Chief Marketing Officer at Crocs. “That same spirit resonates with today’s generation, who are learning to trust their instincts, cut through the noise, and stay true to who they are.”
The platform launches with a 90-second hero film developed in partnership with creative agency Flower Shop. Directed by SMUGGLER’s Adam Berg, the film was shot in São Paulo and features professional dancers portrayed as mannequins brought to life through striking visual effects. The visual storytelling emphasizes movement, emotion, and awakening, underscoring Crocs’ belief in lived creativity and authentic self-expression.
The anthem film debuted globally on January 29 and marks the first chapter in a broader brand story set to unfold through 2026 and beyond. The Wonderfully Unordinary platform will extend across product storytelling, digital and social experiences, influencer collaborations, retail activations, and out-of-home campaigns, creating a cohesive global brand presence.
At a time when culture is increasingly shaped by imitation and algorithm-driven trends, Crocs is centering its narrative on real-life sensory experiences — from simple joys like smelling flowers to spontaneous moments of connection. Through Wonderfully Unordinary, the brand champions instinct over perfection and genuine expression over curated performance, reinforcing its long-standing ethos of authenticity while stepping into a new era of brand evolution.
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