After nearly a decade of inviting consumers to “Come As You Are,” Crocs is ready to go deeper.
The footwear brand has unveiled “Wonderfully Unordinary,” its first new global brand narrative in almost 10 years. Less a campaign than a long-term platform, the multi-year initiative signals a shift from belonging to becoming, reframing Crocs not just as a comfort-first staple but as a tool for self-expression, creativity, and a different way of experiencing the world.
At its core, Wonderfully Unordinary is Crocs’ response to a cultural moment defined by algorithmic sameness. Rather than chasing trends, the brand is doubling down on instinct, individuality, and the small, sensory experiences that make life feel vivid again.
The launch is anchored by a striking 90-second hero film created in partnership with Flower Shop and directed by Adam Berg of SMUGGLER. Shot in São Paulo, the film features professional dancers cast as mannequins who come to life through expressive movement and visual effects. The result is visceral and human—less product-forward, more feeling-forward—reinforcing Crocs’ belief that real creativity comes from lived experience.
The anthem film debuted in the U.S. this week and rolls out globally on January 27, marking the first chapter of a brand story that will unfold throughout 2026 and beyond. The platform will extend across product storytelling, digital and social, influencer partnerships, retail activations, and out-of-home, creating a cohesive global presence rooted in authenticity. Watch below:
“This next chapter reflects how people, especially younger generations, are learning to trust themselves, cut through the noise, and define the world on their own terms,” said Carly Gomez, Chief Marketing Officer at Crocs. “Crocs brings joy to everyday life, and this platform celebrates seeing the ordinary in wonderfully unordinary ways.”
Where Come As You Are functioned as an open invitation, Wonderfully Unordinary feels like a next step—an encouragement to evolve, experiment, and experience life with fresh eyes. It celebrates moments that can’t be optimized or filtered: smelling flowers, dancing with a friend, petting an animal, moving through the world without overthinking it.
In a landscape flooded with polished performance and manufactured cool, Crocs is making a clear bet on something more human. The message is simple, but pointed: you don’t need perfection, a plan, or permission. You just need to be yourself—and that’s wonderfully unordinary.
REELated:
Just in time for Valentine’s Day, Sydney Sweeney launches Syrn lingerie
