Spotlight on Crocs

As the coronavirus pandemic continues, a number of podcasts have detailed the laborious process health care workers carry out in order to sanitize their clothing at the end of the day. It begins with an intricate de-robing dance at the hospital at the end of their shift. If they drive home, they thoroughly wipe down the car and throw the clothes into trash bags that the birthday-suit-clad worker then rushes to the washing machine. Finally, before interacting with family members, they hop in the shower for a complete head-to-toe scrub. This added stress to an already unimaginable day is exactly what Crocs understood.

Crocs displayed their appreciation for those working on the frontlines by starting a program to donate a pair of Crocs to every health care provider. Their famously comfortable shoes are popular among nurses and doctors, who spend long hours on their feet. Crocs are also incredibly easy to wash, which in today’s environment is a gift in itself.

Founded in 2002 and headquartered in Colorado, Crocs believes the key to happiness is through comfort and lives by their credo: find your fun, feel the love and come as you are. The company had lightning-speed growth—generating nearly $15 million in profits in the first two years—and continued to expand, selling over 600 million pairs in over 90 countries. Perhaps the speed and management of the expansion actually contributed to the financial hurdles they have faced over the last few years, ultimately forcing a complete restructuring.

Crocs’ goal is to streamline and refocus on their brand purpose. Time will determine the company’s success, but meanwhile, Crocs is living their brand values to the very core and, in spite of the cost and disruption of restructuring, made the decision to give their product away to health care workers. We can only hope this kind of generosity will propel their growth in the future because today, they are providing happiness.

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About Brand Acts of Kindness® 

Brand Acts of Kindness® is a series from Carpenter Group that spotlights companies across industries that are living their brand values in addressing the unprecedented challenges facing the world today.The series initially headlined companies assisting healthcare workers and first responders, as well as communities, businesses and families impacted by the COVID-19 pandemic. We also highlight brands taking the lead in supporting social and racial justice, LGBTQ rights, sustainability and the environment. Their stories show how innovation, resolve and action, built on a solid value proposition, can both strengthen a brand and help create a better world.

About Carpenter Group

Carpenter Group is an independent, woman-owned strategic branding, messaging and marketing communications firm that has delivered results-driven solutions to financial, professional services and technology firms for 30+ years.Our broad cross-discipline experience enables us to craft brand messaging and carry it through to the channels that most effectively connect with our clients’ target audience, from editorial content to advertising to event marketing and more.