Global casual footwear brand for women, men, and children Crocs has launched the fourth year of its “Come As You Are” global marketing campaign including new top-tier talent, as well as new product innovations for spring 2020.
New to the Crocs global ambassador roster are Priyanka Chopra Jonas, actor, producer and global UNICEF ambassador; and Yang Mi, well-kown Chinese actress. Both join US singer and actress Zooey Deschanel, South Korean singer and actress Kim Sejeong, and Japanese actress Suzu Hirose.
As global ambassadors for the Crocs brand in 2020, they will inspire fans to feel comfortable in their own shoes by showing their personal Crocs style through exciting new collections, and encouraging everyone to come as they are through inspirational content and activations throughout the year.
In addition to the global ambassadors, Crocs has also enlisted a diverse cast of models and influencers recognised as “one-of-a-kinds” to bring more personal meaning to the “come as you are” brand message. This new cast represent different ages, backgrounds, beliefs, orientations, and abilities to welcome all Crocs fans to express their individuality and be comfortable in their own shoes. The influencers and models will be featured in campaign photography and imagery that will be leveraged in 2020, and will be encouraged to engage with fans through forums like social media to show that everyone is welcome and empowered to be a part of the Crocs brand.
“The fourth iteration of the “come as you are’ campaign is a proclamation to our fans: It’s time to stand up and stand out,” says Terence Reilly, Crocs chief marketing officer. “Our new lineup of global brand ambassadors and ‘one-of-a-kinds’ ambassadors offers the perfect mix of star power and authentic representation to help CrocNation feel empowered and emboldened to own who they are.”
Alongside the “come as you are” brand campaign, Crocs’ marketing efforts will focus on new, style-forward products, as well as continued leadership in footwear comfort innovation, including the spring launch of the “must have” shoe of 2020: the Women’s Crocs Brooklyn Wedge. Available in a variety of heel heights, colorways and sophisticated yet simple silhouettes, each wedge features sensationally comfortable LiteRide foam technology. The lightweight construction, intuitive upper straps and revolutionary comfort technology create effortless style, superior all-day comfort and ultimate wardrobe versatility.