NewsIn Good Company


In good company: Colorado's Crocs keeps the fun in footwear

Posted at 9:27 AM, Jun 20, 2019
and last updated 2020-11-26 10:31:49-05

BOULDER, Colo. — It's summertime, a time for us all to get outdoors. And one local-gone-worldwide business is helping us keep moving.

Crocs has been designing their one-of-a-kind, everyday footwear in Colorado for 17 years. The company started in Boulder in 2002.

"They actually originally created a boat shoe," said Michelle Poole, senior vice president of global product and marketing for Crocs. "They were looking for a comfortable product that floated."

Today, Crocs sells over 60 million pairs of shoes a year in 90 different countries. The "classic clog" is still their top seller and the foundation of their evolving style.

"Every season we launch brand new colors," Poole said. "We're very much dialed in to what the global color trends are. So, for example, this season, the 'it' color is coral."

Their casual, funky appeal has even helped them partner with celebrities. They have a 2019 collaboration with rapper Post Malone and booked a big endorsement with actress Zooey Deschanel.

"Most recently, we signed Zooey Deschanel, who is a great fit," Poole said. "(She's) someone who really comes as she is. Our mantra is 'Come as you are,' so she really embodies that."

The company's loyal fan base, nicknamed "Crocs nation," has recently gone viral on social media with two Crocs challenges.

One challenge involves throwing the shoe in the air and trying to have it land right side up. The second challenge is a little more... messy.

"People are filling up their clogs with shaving foam," Poole said. "It's actually pretty cool, and then jamming their feet into their clogs and the shaving foam explodes through the holes. It's hilarious."

It's the same enthusiasm that has made their product so popular — a reputation as a shoe that symbolizes freedom of expression.

"You know, we're right here in Colorado," she said. "We're serious about the business and the brand, but we also don't take ourselves too seriously. And I think that's what our consumers love about us."

The company is expanding their headquarters and will move from their current office in Niwot, Colorado to Broomfield in 2020. Also looking ahead, Crocs expects to offer more sandal styles.