• by Sarah Mahoney  @mahoney_sarah, Yesterday

Crocs is elevating Terence Reilly, currently brand president of its troubled Heydude division, to the new role of executive vice president, chief brand officer. He will now oversee marketing and communications functions for both Crocs and Heydude. He continues to report to Andrew Rees, CEO, and will collaborate with Anne Mehlman, executive vice president, brand president for Crocs.

Reilly spent seven years in marketing at Crocs, rising to CMO, and played a key role in the rapid growth of the ugly-but-adored casual shoe brand. He left in 2020 to head up Stanley, where he led the strategy that propelled the brand’s resurgence into a must-have drink tumbler.

He rejoined Crocs last year, charged with turning the struggling teen brand around.

"Since Terence rejoined Crocs, Inc. in 2024, the Heydude brand has seen significant traction,” says Rees in the announcement. “He has galvanized a team, sharpened the brand's strategic focus and re-established authentic connections with our consumers. I am confident that the green shoots we are seeing today are building the foundation for sustainable long-term brand growth."

Earlier this month, Crocs reported flat sales of $937 million, better than expected. Income from operations slipped 1.5% to $223 million. Sales at the Crocs brand rose 2.4% to $762 million, while Heydude sales fell 9.8% to $176 million. D2C channels saw gains of 8.3%, while wholesale revenues sank 17.9%.

The Broomfield, Colorado-based company is looking to gain market share by attracting new customers to its basic clogs, sandals, and personalization options, as well as continuing collaborations. This quarter included a “Toy Story” collab, which the company says is one of its most successful partnerships to date, as well as one with Hello Kitty, and a second venture with luxury brand Simone Rocha. In a conference call webcast for investors, Rees said the this seven-style collection, priced between $175 and $225, launched in 20 markets and sold out globally almost immediately.