Months after Crocs acquired it, the casual shoe brand Heydude launched what it called a “fully revamped brand identity to reach new and existing fans.”
The refresh includes new logos, fonts and color schemes, along with messaging and marketing meant to infuse “quirkiness and levity as relief from an all-too-often heavy world” that includes the new tagline “Good to Go-To.”
Crocs said the updates to the brand came after a dozen focus groups in the U.S., a consumer study and online forums that engaged “hundreds” of people.
Heydude President Rick Blackshaw said in an emailed statement, “As we kick off this next chapter of HEYDUDE, we challenged ourselves to discover the soul of the brand and to express that in ways that celebrate our unbelievable fans and the product they love.”
Crocs announced the $2.5 billion acquisition of Heydude last December and closed the deal in February. The clog giant framed the merger as a way to greatly expand its addressable market, after years of designing every sort of clog imaginable, from ranch dressing and fried chicken themed Crocs to stiletto-heeled Crocs.
With Heydude in the fold, Crocs ratcheted up its revenue expectations for the coming years. The company expects Heydude to become a $1 billion brand by 2024.
Crocs CEO Andrew Rees, citing a Piper Sandler survey, said in May that Heydude was the No. 9 footwear brand with teens and Crocs No. 6.
The Heydude brand’s pro forma revenue for the first quarter grew 81% to $205 million, beating the company’s expectations, and executives said the brand was already adding to growth and profits.