Yesterday, Crocs announced licensing agreements with both the National Football League and the National Hockey League, and will market team-branded shoes for all 32 NFL teams, as well as all 30 NHL teams.
Crocs--which also has licenses with Disney and more than 75 colleges and universities--said the two new licensing arrangements also cover Jibbitz, the little doodads the company sells to fit into the shoes' perforations.
A spokeswoman for Crocs said retail distribution is still being determined, but shoes with the logos of NFL teams in the playoffs are already available at nflshop.com for $34.99.
No specific marketing plans were announced, but Crocs has typically relied on grassroots efforts, such as Crocs-wrapped RVs and motor coaches that sell shoes at collegiate sporting events. Its marketing plans are certainly working: For the first three quarters of this year, Crocs had $242 million in sales, compared with $75 million for the same period last year.
While mocked as a fashion faux pas by many, the shoes are enormously popular, and fans extol the virtues of Croslite, the odor- and bacteria-repellent plastic used in their construction. What's more, their comfort as an after-sport shoe has made them popular with athletes, including the Tampa Bay Buccaneers and the Pittsburgh Penguins.