Crocs Unveils "Wonderfully Unordinary," a New Global Brand Narrative Ushering in the Next Era of Self-Expression

Rhea-AI Summary

Crocs (NASDAQ: CROX) unveiled "Wonderfully Unordinary" on January 28, 2026, a multi-year global brand platform focused on self-expression, creativity, and experiencing the world differently in Crocs footwear. The campaign launches with a 90-second hero film and will roll out across product storytelling, digital, retail, talent and OOH throughout 2026.

Key Figures

Campaign interval: nearly 10 years Hero film length: 90 seconds Global debut date: January 29 +1 more

4 metrics

Campaign interval nearly 10 years First new global narrative in nearly 10 years

Hero film length 90 seconds Length of Wonderfully Unordinary hero film

Global debut date January 29 Global debut date of anthem film

Brand rollout horizon 2026 and beyond Narrative expected to unfold through 2026 and beyond

Market Reality Check

Price: $84.15 Vol: Volume 717,256 vs 1,054,5...

low vol

$84.15 Last Close

Volume Volume 717,256 vs 1,054,582 20-day average (relative volume 0.68x). low

Technical Price 84.15 trades below 200-day MA of 91.32 and 31.5% under 52-week high.

Peers on Argus

CROX is up about 0.2% while key footwear peers BIRK (-2.41%), SHOO (-3.68%), SKX...

CROX is up about 0.2% while key footwear peers BIRK (-2.41%), SHOO (-3.68%), SKX (-0.19%), WWW (-1.38%), and DECK (-1.8%) are all negative, pointing to stock-specific dynamics rather than a sector-wide move.

Historical Context

5 past events · Latest: Jan 22 (Neutral)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Jan 22	Earnings call notice	Neutral	+1.2%	Scheduled Q4 and full-year 2025 earnings call on Feb 12, 2026.
Nov 17	Leadership change	Positive	+5.1%	Promotion of Rupert Campbell to EVP and President of HEYDUDE brand.
Oct 30	Quarterly earnings	Negative	-2.5%	Q3 2025 revenue and EPS declines with weaker wholesale performance.
Oct 09	Earnings call notice	Neutral	-0.9%	Announcement of Q3 2025 earnings call and webcast details.
Oct 08	Marketing campaign	Positive	+2.9%	Launch of Croctober fan celebration with limited-edition products and activations.

Pattern Detected

Recent news—leadership moves, marketing campaigns, and earnings—has generally seen price reactions aligned with the underlying news tone.

Recent Company History

Over the last few months, CROX has mixed operational updates with brand- and leadership-focused news. The Q3 2025 results on Oct 30 showed revenue and EPS declines and the stock fell 2.54%. Marketing initiatives like Croctober on Oct 8 and the HEYDUDE leadership promotion on Nov 17 coincided with gains of 2.89% and 5.12%. Conference-call notices around earnings have produced modest moves. Today’s global brand narrative fits the pattern of brand-building news alongside a stock trading below its 52-week high and 200-day MA.

Market Pulse Summary

This announcement introduces a new multi-year brand narrative, extending across product storytelling...

Analysis

This announcement introduces a new multi-year brand narrative, extending across product storytelling, digital and social channels, and retail activations through 2026 and beyond. In recent history, Crocs’ brand and campaign news, such as Croctober, coincided with positive price moves, while weaker Q3 2025 fundamentals weighed on shares. With the stock below its 200-day MA and about 31.5% under its 52‑week high, investors may watch how this narrative complements upcoming earnings and execution.

Key Terms

omnichannel, out-of-home

2 terms

omnichannel technical

"This is Crocs' first global omnichannel brand campaign since the launch..."

A coordinated approach to selling and serving customers across all touchpoints—stores, websites, mobile apps, social media, and call centers—so the experience feels like one continuous conversation no matter where a customer interacts. For investors, omnichannel capability signals how well a company can attract and keep customers, turn interactions into sales, and use shared customer data to cut costs and boost revenue—making it a key driver of growth and competitive strength.

out-of-home technical

"talent and influencer partnerships, retail activations, and out-of-home, creating..."

Out-of-home refers to advertising that reaches people when they are outside their homes, such as on billboards, bus stops, or digital screens in public spaces. It matters to investors because it is a key way companies promote their products to a wide audience, often leading to increased brand awareness and sales. Like a billboard on a busy street catching the attention of thousands daily, out-of-home advertising aims to influence consumers where they are already out and about.

AI-generated analysis. Not financial advice.

The first new global narrative in nearly 10 years, this multi-year brand platform unlocks a new chapter for the brand, rooted in authenticity, creativity, and experiencing the world differently in Crocs shoes

BROOMFIELD, Colo., Jan. 28, 2026 /PRNewswire/ -- Crocs (NASDAQ: CROX), a world leader in innovative casual footwear, today unveils "Wonderfully Unordinary," a bold new global brand platform and creative narrative that marks a defining new chapter for the Crocs brand. More than a marketing campaign, Wonderfully Unordinary signals an evolution for the brand – one that moves beyond belonging into becoming, reflecting a shift towards growth, self-expression, and the future version of both the consumer and the Crocs brand.

This is Crocs' first global omnichannel brand campaign since the launch of the brand's former Come As You Are campaign which debuted in 2017 as an open invite to consumers from all over the world to be their most authentic selves. While that will remain an enduring ethos for the brand, the launch of Wonderfully Unordinary is a deeper click-down into that purpose, speaking to a younger new generation that recognizes that the world looks different to everyone, and each person has the ability to shape their own story and how they experience everything around them. At its core, this campaign is about Crocs bringing you to life and helping you experience the world as new again. 

"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."

Wonderfully Unordinary launches with a 90-second hero film, created in partnership with award-winning creative agency Flower Shop. Directed by acclaimed SMUGGLER director Adam Berg, known for his celebrated work with some of the world's leading brands, the film was shot in São Paulo and features professional dancers cast as mannequins brought to life through striking visual effects. The result is a visceral, human expression of movement, emotion, and awakening, reinforcing Crocs' belief in real creativity and lived expression.

The anthem film debuts today in the U.S. and on January 29 globally, marking the first chapter of a brand narrative that will continue unfolding throughout 2026 and beyond. The Wonderfully Unordinary platform will extend across product storytelling, digital and social experiences, talent and influencer partnerships, retail activations, and out-of-home, creating a unified brand presence around the world.

At a time when culture is saturated in imitation and algorithmic sameness, Crocs is focused on real life experiences – what it's like to smell flowers, dance with a friend, or pet an animal for the first time. Everything feels heightened, fresh, and full of possibilities. That's the feeling the brand aims to evoke through Wonderfully Unordinary. It's about celebrating instinct over perfection, self-awareness over performance, and real expression over manufactured trends. As Crocs enters this next era, the message is clear: you don't have to have it all figured out, you just have to be your most authentic self. And that's wonderfully unordinary.

For more information on Crocs and Wonderfully Unordinary, visit www.crocs.com and follow @crocs on social media.

About Crocs, Inc.:
Crocs, Inc. (Nasdaq: CROX), headquartered in Broomfield, Colorado, is a world leader in innovative casual footwear for all, combining comfort and style with a value that consumers know and love. The Company's brands include Crocs and HEYDUDE, and its products are sold in more than 80 countries through wholesale and direct-to-consumer channels. For more information on Crocs, Inc. visit investors.crocs.com. To learn more about our brands, visit www.crocs.com or www.heydude.com. Individuals can also visit https://investors.crocs.com/news-and-events/ and follow both Crocs and HEYDUDE on their social platforms.

View original content to download multimedia:https://www.prnewswire.com/news-releases/crocs-unveils-wonderfully-unordinary-a-new-global-brand-narrative-ushering-in-the-next-era-of-self-expression-302672028.html

SOURCE Crocs, Inc.

FAQ

What is Crocs announcing with the Wonderfully Unordinary campaign (CROX) on January 28, 2026?

It is a multi-year global brand platform focused on creativity and self-expression. According to Crocs, the initiative launches with a 90-second hero film and will expand across product storytelling, digital, retail activations, talent partnerships, and out-of-home advertising during 2026.

How does the Wonderfully Unordinary campaign (CROX) differ from Crocs' 2017 Come As You Are campaign?

Wonderfully Unordinary moves beyond belonging toward individual becoming and self-expression. According to Crocs, it is a deeper evolution targeting a younger generation while maintaining authenticity as a core ethos from the 2017 campaign.

When and where does the Wonderfully Unordinary anthem film for CROX debut?

The 90-second anthem film debuts in the U.S. on January 28, 2026 and globally on January 29, 2026. According to Crocs, it was shot in São Paulo, directed by Adam Berg, and created with agency Flower Shop.

What creative elements are featured in Crocs' Wonderfully Unordinary film (CROX)?

The film uses dancers cast as mannequins and striking visual effects to convey awakening and movement. According to Crocs, the São Paulo-shot film emphasizes visceral human expression, emotion, and the brand's focus on lived creativity.

How will Crocs implement the Wonderfully Unordinary platform across channels for CROX investors?

The platform will extend across product storytelling, digital and social experiences, talent and influencer partnerships, retail activations, and out-of-home. According to Crocs, these activations create a unified global brand presence throughout 2026 and beyond.

What brand message does Wonderfully Unordinary convey for Crocs (CROX) and consumers?

The message emphasizes instinct, authenticity, and experiencing ordinary life in fresh ways over perfection. According to Crocs, the campaign encourages self-expression and positions the brand as enabling new ways to experience the world in Crocs footwear.