As the consumer market develops a stronger sense of cultural identity, competition rules in the casual footwear industry have shifted from “functional supply” to “cultural storytelling.”
In recent years, Crocs — the original creator of clog shoes — has experienced remarkable growth. From the viral popularity of Dongmen-related memes on social media to the trend of young people customizing their shoes with DIY Jibbitz to showcase their uniqueness, Crocs has not only solidified its practical advantages but also successfully transformed its products into a cultural symbol of self-expression in the modern era. It has effectively responded to the contemporary demands for “comfort first” and “individual expression.”
On February 24, Crocs announced actor and singer Tan Jianci as its global brand ambassador. As a representative of the new generation of creative artists, Tan Jianci has demonstrated a boundary-pushing spirit in music and performance. His unique expressiveness has established him as a trendsetter. His willingness to break through boundaries and pursue his own path aligns perfectly with the brand’s philosophy of “Come As You Are.”
Crocs’ sustained momentum is driven not only by the viral catchphrase “Dongmen Culture Lives On” but also by a dual-engine strategy of product innovation and cultural resonance, consistently maintaining its prominence in the footwear market.
Bae Clog Makes a Big Comeback as Crocs Breaks Boundaries Again
Over the past year, chunky-soled shoes have remained a hot trend, emerging as a key category in shaping fashion trends. According to data from Yeeen, the number of related posts on Douyin and Xiaohongshu has surpassed 500,000, representing a year-on-year growth rate of over 70 percent.
As a standout in Crocs’ “height family,” the Bae Clog has created a buzz among young consumers with its unique fashion appeal. This product has generated millions of UGC (User-Generated Content) creations on social media platforms, sustaining its influence even during its temporary absence. With this comeback, the brand not only retains its classic 6cm design but also infuses the product with deeper cultural significance through the creative concept “Your Bae, Your Runway,” transforming everyday outfits into a platform for self-expression.
The return of the Crocs Bae Clog highlights the brand’s innovation in the chunky clog market.
From the pioneering, elevated design of the Classic Platform Clog to the comfort breakthrough of Classic Crush Clog, and on to the futuristic expression of the Classic Mega Crush Clog Crocs has consistently pushed the boundaries of comfort and fashion, driving category innovation. The successful evolution of the series not only demonstrates the brand’s design expertise but also marks Crocs’ transformation from a “trend catcher” to a “trendsetter.” Leveraging its strengths in product design and innovation, Crocs has opened up a new aesthetic space for clogs.
In terms of market performance, this transformation has proven highly effective. According to Crocs’ latest financial report, despite a high base, the brand has maintained strong growth momentum. In 2024, it achieved an 8.8 percent year-over-year increase in sales in 2024, with total sales reaching $3.278 billion. The brand continues to grow steadily in key markets such as China.
Join the “Dongci Daci” Beat and Resonate with Youth Culture
In the era where social media profoundly shapes consumer behavior, competition in the footwear industry has evolved beyond mere product functionality. It’s now all about creating cultural symbols. According to Yeeen data, over 80 percent of young consumers complete their entire journey from brand awareness to purchase decisions through social platforms. Against this backdrop, Crocs has partnered with Tan Jianci, tapping into the rhythm of youthful transformation through the creative beat of “Dongci Daci.”
With multiple identities as an actor, singer, and dancer, Tan Jianci embodies the spirit of the new-generation Slash Youth’—individuals who embrace multiple roles and passions. From taking on diverse roles to launching his personal tour, his boundary-pushing mindset perfectly reflects the spirit of the contemporary youth mindset. Notably, as a loyal member of the “Dongmen” community, Tan Jianci’s genuine passion and limitless approach align perfectly with Crocs’ transformation from a functional brand to a fashion icon.
For Crocs, partnering with Tan Jianci is more than just a strategic move. It’s a vivid expression of the brand’s “Come As You Are” philosophy. By connecting with fans who share similar traits with Tan Jianci, Crocs aims to enhance its presence in the youth market and further strengthen its emotional connection with young consumers.
Product innovation has always been a material carrier of cultural storytelling. As a Crocs original, the newly released Jibbitz have significantly expanded the boundaries of playability for footwear products since their launch. They have also established a platform for individual expression and creative display that transcends consumer segments. Through the positive cycle of “symbol encoding — user decoding — content reproduction,” the product ultimately serves as an effective medium, connecting brand spirit with subculture.
By leveraging both ambassador-driven storytelling and product innovation, Crocs has successfully transitioned from a functional brand to a cultural icon. This transformation has empowered every Crocs wearer to step onto the “runway” of self-expression, ultimately creating a collective cultural asset between the brand and the younger generation.
Unleashing Boundless Brand Power: Crocs’ “Come As You Are” Philosophy Breaks Through Value Barriers
The rise of the catchphrase “Dongmen Culture Lives On” from an internet buzzword to a cultural phenomenon highlights the growing emphasis on personalized expression in the casual footwear market. According to data from Yeeen, the social media buzz around clog shoes increased by 264 percent year-over-year in 2024. Leading this trend, Crocs has embraced the brand spirit of “Come As You Are” becoming the first in the industry to transition from a product manufacturer to a cultural trendsetter.
Over the past year, the brand has transformed its core values into unique experiences through a series of collaborations. In the fashion realm, partnerships with designers like Salehe Bembury and Simone Rocha have pushed the boundaries of design, showcasing diverse aesthetics and innovative concepts. In terms of IP collaborations, from Hello Kitty and Loopy to McDonald’s, Crocs has demonstrated a deep understanding of various consumer segments. Meanwhile, the addition of celebrities such as Liu Yuxin has infused the brand with youthful elements, fostering multidimensional cultural dialogues.
From the relaunch of the Bae Clog to the appointment of a global brand ambassador, Crocs has strengthened its connection with the new generation through a dual focus on product innovation and cultural resonance. As clogs have evolved from functional footwear into cultural icons, Crocs’ “Come As You Are” mantra has emerged as a defining spirit of the times. This evolution, driven by user expression, underscores that true brand power lies in creating a cultural identity that truly resonates with consumers.
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