The iconic, ultra-comfy footwear brand that’s stepped back into pop culture, but still needs to bridge the gap between functionality and fashion for a wider audience.

Crocs are on Gen Z’s radar again — now it’s time to evolve the conversation. The goal: position Crocs as culturally relevant and style-forward to 30+ Millennials, helping them see Crocs as more than just “comfy shoes for the kids.”

Today’s consumers are drowning in decisions. With 73% of 25–35-year-olds chronically overthinking (thanks Forbes), we’re stuck in a loop of too many tabs, too many trends, and too much pressure to get every choice right.

And yet, the most-loved feedback on Crocs? They’re simple. Comfortable. Breathable.

In a world that’s overthinking everything, Crocs gives people permission to underthink — to take a breather, from head to toe.

We brought the Underthink mindset to life with an interactive OOH + digital campaign. A QR code led users to a landing page where they could vent what was cluttering their minds — in return, they received a Crocs Jibbitz charm and an invite to the Underthinker Escape: a feel-good, no-pressure event designed to let adults breathe, play, and just be.

Social buzz was driven by influencer content, real-time engagement with users’ overthinking confessions, and a whole lot of love for comfy footwear that doesn’t ask you to try so hard.