Crocs launches “Wonderfully Unordinary,” its first global brand platform in nearly a decade, aiming to highlight self-expression and real-world experiences.
Crocs has unveiled its first new global brand platform in nearly a decade, aiming to connect more deeply with younger consumers and reinforce its identity as a symbol of individuality.
The campaign, called “Wonderfully Unordinary,” centers on self-expression and authentic, real-world experiences in what the company describes as a culture “saturated in imitation and algorithmic sameness.” The effort replaces Crocs’ long-running “Come As You Are” platform, which launched in 2017, and is intended to guide the brand’s marketing for years to come.
At the heart of the initiative is a 90-second anthem spot that features two faceless store mannequins who gradually come to life after slipping into Crocs’ signature clogs. As they venture into the world, they transform from rigid figures into fully human characters—an imaginative metaphor for personal freedom and creativity.
The brand refresh follows a period of leadership change at Crocs, which appointed a new chief marketing officer and its first chief brand officer last year.
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A Campaign Built Around Self-Expression
With “Wonderfully Unordinary,” Crocs is doubling down on themes that have long defined its marketing—celebrating uniqueness and rejecting conformity—while tailoring the message for a Gen Z audience.
The spot opens with a retail employee placing Crocs on a mannequin. Set to an upbeat soundtrack, the mannequin begins to move, mimicking a dance routine on a bank of televisions before stepping out into the city. Along the way, it awakens another mannequin, and the pair slowly gain human traits as they explore everyday pleasures—from strolling through streets to dancing in a club. The ad closes with the line: “Let your human out.”
The creative was developed by agency Flower Shop and directed by Adam Berg of Smuggler. Filmed in São Paulo, Brazil, the commercial is now live in the United States, with plans for a global rollout throughout 2026.
Beyond a Single Ad
Crocs intends for “Wonderfully Unordinary” to be more than a one-off campaign. The platform will extend into product storytelling, social and digital experiences, influencer partnerships, retail activations, and out-of-home advertising. A key goal, the company said, is to create a more unified brand presence worldwide.
While the campaign does not explicitly reference artificial intelligence, its themes—mannequins breaking free from robotic sameness—can be read as a subtle response to growing concerns about automation and digital conformity. A number of brands have recently embraced similar messaging that champions imperfect, human authenticity over AI-generated polish.
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A New Chapter for the Brand
The shift in tone follows several executive appointments. In August, Crocs named Carly Gomez, formerly of Fabletics, as chief marketing officer. She reports to Terence Reilly, who became the first chief brand officer of Crocs, Inc. last May, overseeing both the Crocs and Heydude brands.
Reilly has signaled an intention to elevate creative output and craft a more cohesive global narrative. The new platform represents the most visible expression of that strategy to date.
For a brand built on unapologetically quirky footwear, Crocs is betting that leaning further into the unconventional is the surest way to stand out in an increasingly uniform digital world.
