Crocs, world leader in innovative casual footwear for all, introduces Niles, the brand’s official mascot, and the beginning of a new chapter in the brand’s storytelling strategy.
Standing 6’0″ tall, Niles may be making his first appearance in this life-sized, huggable form, but he’s been a visible piece of the Crocs brand since the very beginning. As a footwear company founded on an iconic, crocodile snout-shaped design of the original Classic Clog, the character itself comes to life from the crocodile silhouette that has been featured on the side of the brand’s famed footwear since its first pair of shoes sold in 2002. Niles brings a beloved piece of the brand’s heritage to life as a character that fans can follow, connect with, and grow alongside.
Terence Reilly, Chief Brand Officer at Crocs, Inc said:
Niles has been hiding in plain sight for nearly 25 years. After all that time, we figured he deserved a promotion from rivet to real life. He’s funny, optimistic, and always up for an adventure, giving us a new platform to tell stories that bring people into the Crocs universe in ways a product launch simply can’t.
Carly Gomez, Chief Marketing Officer at Crocs, said:
Niles represents a long-term investment in scalable intellectual property that can grow alongside our brand and community. By bringing a beloved piece of our heritage to life, we’re creating new opportunities to build emotional connections with consumers while establishing a platform that can evolve across content, experiences, entertainment and future brand extensions for years to come.
