Crocs, Inc. (NASDAQ:CROX) today officially launched its “Come
As You Are” campaign celebrating the uniqueness of individuals and
inspiring people to be comfortable in their own shoes. The campaign
is led by brand ambassadors Drew Barrymore, John Cena, YOONA and
Henry Lau.
Photos accompanying this announcement are available at
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“Crocs has never wavered from its identity: optimistic,
versatile, comfortable and not afraid to poke holes in convention.
‘Come As You Are’ is an invitation for people to share their
identity, their one‑of‑a‑kindness, which is so important in today’s
world,” said Terence Reilly, Crocs’ Chief Marketing Officer. “We
began to tease ‘Come As You Are’ in March with an influencer-led
social campaign and behind-the-scenes videos featuring our
celebrity ambassadors on social media. Our fans’ reaction has been
tremendous.”
A world leader in innovative casual footwear known for its
iconic Classic Clog and sandals, Crocs will deploy the campaign
throughout 2017 via a mix of digital advertising, social media and
public relations, incorporating the hashtag #ComeAsYouAre and
featuring our core clogs and sandal styles. These marketing plans
will be focused on the United States, China, Japan, South Korea,
Germany and the United Kingdom, and will bring together
celebrities, influencers and consumers around the world to share
what makes them unique and to encourage others to do the same.
For the campaign’s official launch this month, Crocs has
released a manifesto video featuring the brand’s four celebrity
ambassadors challenging consumers around the world to “Come As You
Are”. Crocs is also deploying “Be Yourselfie”, a GIF generator that
allows consumers to express what makes them unique in a fun,
sharable way. Consumers can go to yourselfie.crocs.com to upload or
take a selfie and answer five questions to generate a shareable “Be
Yourselfie” GIF. The four celebrity ambassadors will be releasing
their own “Be Yourselfie” GIFs throughout the week.
Barrymore, who is currently executive producing and starring in
the Netflix series Santa Clarita Diet, cites being herself – and
being true to herself – as important factors in her drive and
success as an actress, director, producer, entrepreneur, author and
mother.
“I am who I am. I don’t know how to pretend to be someone else.
I only know how to be myself,” said Barrymore. “I think more people
should look in the mirror, stop scrutinizing and start recognizing.
As the mother of two young children, I believe that is so
important. It’s what ‘Come As You Are’ means to me and the main
reason I’m thrilled to be partnering with Crocs.”
For one of the campaign’s activations, Barrymore and Crocs will
issue a call for Instagram submissions leading up to Mother’s Day,
asking consumers to share what makes their mom a one-of-a-kind for
a chance to receive a personal video message directly from
Barrymore – one mother to another.
From humble beginnings to WrestleMania, appearing in major
motion pictures and hosting the ESPY Awards, Teen Choice Awards and
Nickelodeon Kids’ Choice Awards, Cena has spread his “Never Give
Up” message to millions of people around the world. The record
16-time WWE World Champion feels a personal connection to “Come As
You Are.”
“The biggest factor in me becoming comfortable in my own skin
was to experience failure,” Cena said. “A lot of times, it hasn’t
been popular to have ‘Never Give Up’ plastered all over me, but
that’s how I live. It helps a lot of people. The message ‘Come As
You Are’ comes from folks who have been through that struggle, and
have found themselves, and feel comfortable in their own skin.”
Part of Cena’s involvement in the campaign will be starring in a
video series in which he interviews people about what it means to
“Come As You Are” in order to inspire others to share their own
stories on social media.
YOONA broke onto the music scene in South Korea in
2007 as a member of the group Girls’ Generation. She has since made
a name for herself as an award-winning actress and is consistently
recognized for her charitable contributions.
“What I love about the ‘Come As You Are’ campaign is that it’s
an opportunity to inspire people to be comfortable in their own
shoes,” said YOONA. “The spirit of the campaign is about overcoming
preconceived notions and being comfortable with your true self in
all that you do.”
A member of Super Junior–M, singer, songwriter, composer, and
producer Lau is a multi-faceted musician who has also
been active on screen in both scripted and unscripted programs. His
popularity continues to grow throughout Asia.
“Some people are afraid to truly be themselves,” said Lau. “I’ve
been there. Afraid to share fears, self-doubts and even
accomplishments, because I didn’t want to be judged. Part of what I
love about this campaign is that it’s about celebrating everything
you’ve gone through – the good and the bad.”
To learn more about the #ComeAsYouAre campaign, visit
www.crocs.com/comeasyouare.
About Crocs, Inc. Crocs,
Inc. (Nasdaq:CROX) is a world leader in innovative casual
footwear for men, women and children. Crocs offers a
broad portfolio of all-season products, while remaining true to its
core molded footwear heritage. All Crocs™ shoes feature Croslite™
material, a proprietary, revolutionary technology that gives each
pair of shoes the soft, comfortable, and lightweight qualities
that Crocs fans know and love. Since its inception in
2002, Crocs has sold more than 350 million pairs of shoes
in more than 90 countries around the world.
Media Contact:
Patrick Rich
Crocs, Inc.
303-848-7000
prich@crocs.com
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