Crocs is finally revamping its brand framework after the release of its 2017 campaign, “Come As You Are.”
In its new brand platform, “Wonderfully Unordinary,” the footwear company will gravitate toward a younger audience.
Crocs released a 90-second hero film of the new brand narrative via Instagram on January 28, 2026.
What the New Brand Platform Consists Of
Based on the hero film, which was shot by Adam Berg in São Paulo, we can grasp the core message of the brand’s new direction.
The video features Crocs-wearing mannequins gradually becoming more human and engaging in humanistic experiences, like smelling flowers and getting goosebumps. It signifies how Crocs can give wearers permission to be themselves and not conform to what’s “normal.”
On a brand level, this film represents the shoes’ level of comfort, function, and versatility. With these things comes joy, self-expression, and freedom to be yourself.
Ultimately, the powerful message resonates with a Gen Z audience who tend to gravitate more towards advertisements that aren’t overly polished. It also makes sense for a younger crowd, as the ad leans heavily on authenticity, transparency, and relatability.
As the multi-year brand platform rolls out throughout 2026, we can expect fresh storytelling, new partnerships, and exciting retail activations from Crocs.
Public Reaction Across Social Media
Since the hero film’s release, public attention has been positive.
Instagram users, like @strawberrypocky1, were emotionally stirred by the film. “Dang it, I never thought Crocs would make me cry. 😭 😭😭,” she commented. @sailorlena felt similar: “This makes my heart smile- all the emotions!”
Even non-Crocs fans have been inspired by the social-released film.
Instagram user, @kenziemasten, says, “Going to go buy my first pair of crocs now. Incredible ad.”
“Come As You Are” vs “Wonderfully Unordinary”
So, what makes Crocs’ new brand platform different from its 2017 campaign, “Come As You Are”?
While “Wonderfully Unordinary” builds off the prior brand platform, it primarily emphasizes standing out, expressing who you are in new ways, and celebrating one’s own unique differences.
Meanwhile, the older campaign had more of a “safe,” universal tone surrounding belonging, comfort, and acceptance for how one currently is.
With the newer platform more encouraging rather than reassuring, more playful than supportive, and confident rather than secure, “Wonderfully Unordinary” helps Crocs be more successful in distinguishing its brand voice and exhibiting stronger multicultural relevance.
Building Your Next Brand Platform
Crocs’ new brand platform is not only inspiring consumers but also other brands, too. By combining humanistic storytelling, ease of multi-channel integration, and a direct connection with its target audience, “Wonderfully Unordinary” guides the foundation and tone for other brands’ campaigns.
Want to create a relevant, compelling brand platform or campaign? Avenue Z offers multiple brand growth solutions encompassing creative digital media creation and strategic communications. Start your brand’s growth and evolution journey by contacting Avenue Z today.
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