In the midst of a global pandemic, Crocs knows how crucial it is to give back to those in need.
At the onset of COVID-19 outbreak, the company donated over 860,000 pairs of shoes to health care workers risking their lives on the front lines.
“Crocs stepped up in the face of adversity to deliver comfort at a time when it was needed the most,” said actress and Crocs brand ambassador Priyanka Chopra Jonas, while presenting Crocs with the Brand of the Year Award at the virtual 2020 FNAAs. “The company reinforced what it always stands for — that doing the right thing is the right thing for the brand, its employees and the community. It’s important to me that I partner with brands that recognize that they can do well by doing good for others. I’m proud to work with a brand like Crocs, who shares the same values that I do.”
Donations were made globally, including to health care professionals serving in public and government hospitals across India, Chopra Jonas’ home country.
Through the partnership, Chopra Jonas — who is a longtime UNICEF goodwill ambassador — will also work with Crocs to aid children internationally.
The actress first stepped into her role as brand ambassador by appearing in the company’s fourth “Come As You Are” campaign, which launched in January. The campaign, which encourages messages of inclusivity and self-expression, features Chopra Jonas modeling the Classic clog in a range of stylish ensembles.
In addition to being honored for its major philanthropic efforts, Crocs earned the Brand of the Year award thanks to the rise of its rubber clogs. The once dubbed “ugly” styles have gained new popularity among consumers, whether as a comfortable footwear option or fashion statement.
Although Crocs, like many companies, was forced to temporarily close its stores, it was the only footwear label to show sales growth in March, out of the top 30 tracked by market research firm The NPD Group Inc. And the momentum continued into the fall, as searches for the clogs jumped 41% in Q3, according to fashion search engine Lyst, and revenues rose 15.7% in the same quarter.
“Having been the outsiders for a long time, to be recognized by the industry within the industry is really special,” said Crocs Inc. President Michelle Poole, who accepted the award. “While we continue to deliver what we do best — clogs, sandals and personalization — we’ve also been able to strengthen our platform, encouraging everyone to be fearlessly unique and to be comfortable in their own shoes.”
For 34 years, the annual FN Achievement Awards — often called the “Shoe Oscars” — have celebrated the style stars, best brand stories, ardent philanthropists, emerging talents and industry veterans. The first virtual FNAAs are presented in partnership with The Style Room Powered by Zappos, and sponsors FDRA, Deckers Brands, Soles4Souls and Foot Locker.