Since it was listed in 2006, Crocs has gone trough some ups and downs, like during the 2008 crisis and agian in 2013 after poor results.
However, 2020 was a very different year for the company, that saw it's share increase 49,58% in value.
Crocs was smart and quick to adapt to the situation that took place after the spread of COVID19. The company donated free shoes to healthcare workers who were risking their lives in the frontlines of the battle against the virus, which was great publicity.
Also, partnerships with famous pop stars such as Justin Bieber helped even more with brand awarness.
Moreover, Crocs is known to the public as a very comfortable shoe but with very questionable aesthetics. As more people are locked in their homes because of social distancing measures, the pressure of fashion standards is a lot less significant so more people are giving in and investing in comfortable shoeweare.
I never owned a pair of Crocs and honestly I don't think I will but I think it's an interesting story of a company that - apparently - knew how to make the most of an adverse situation and come up on top.
Do you own any Crocs shoes or shares?
