Couldn’t make it to the last session of Summit 2025 or just want to revisit a brand transformation story that had the whole audience buzzing?

The Summit Replay series continues with Crocs, Inc., a brand once at the center of memes that has redefined itself into a cultural phenomenon.

Melissa Layton shares how Crocs navigates media relations, builds brand loyalty, and uses unconventional storytelling to stand out in an evolving marketplace. Learn how the right mix of partnerships, content strategies, and audience insights can turn a brand into a cultural phenomenon.

Speakers

️Melissa Layton (VP, Global Communications, Crocs Inc.)

️Samantha Davis Crocker (VP, Global Communications, Crocs Inc.) - ​@samanthadaviscrocker 

Key Takeaways & Timestamps

• Innovative collaborations enhance brand perception and broaden audience reach. → 10:30 
• Targeted messaging creates deep connections with specialized consumer segments. →   12:03 
• Shifting from mainstream media to niche platforms can positively impact engagement. → 24:37 
• Leverage user-generated content to build an authentic brand community. →  26:04 

From meme-worthy to runway-ready, discover how Crocs turned polarization into its biggest brand advantage.