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Crocs x Jacob Collier – Shoes That Make Music
Project type
Lifestyle Collaboration / Product Launch
Scope
Brand Partnerships, Product Design Concept, Campaign Development
Date
July 2023
Role
Creative & Strategic Support (via Natwerk)
Coverage 1
Coverage 2
Project info
Crocs x Jacob Collier – Music as a Brand Experience
Strategic challenge
How can Crocs Europe launch a new collaboration in a way that reflects Jacob Collier’s unique artistry and connects authentically with fans?
Insight
Jacob Collier is a multi-instrumentalist known for turning everyday sounds into music and for transforming his audience into active participants. By translating that creativity into product design, Crocs could create a launch that was both culturally relevant and true to Collier’s artistic spirit.
Approach
Together with Natwerk, I helped develop a special Crocs design that captured Jacob Collier’s musical world. Inspired by his genre-defying performances, we created Crocs with bold zigzag patterns and playful Jibbitz charms, designed as instruments to make sound when worn. The shoe was launched alongside his new single Wellll, turning the product into part of the performance.
Impact
• Product collaboration with global artist Jacob Collier, launched across Europe
• Creative concept tied directly to the release of his single Wellll
• Strong engagement among fans, who saw the product as an extension of Collier’s music
• Proof of how Crocs can use culture and artistry to strengthen its lifestyle positioning
