We’ve all worn them growing up – before they became “uncool.” The initial surge of the Crocs shoe started in the early 2000s but they left the forefront almost as quickly as they entered. There were literally blog sites dedicated to hating crocs (ihatecrocs.com). Arguably not aesthetically pleasing, they are quite functional and comfortable when it comes to those who spend a lot of time on their feet.
Enter the 2020 pandemic and they have risen from the dead. After a rise in online shopping due to the pandemic, as well as those who those who are wearing Crocs around the home, fraudulent footwear has seemingly popped up. Not to mention, A-list celebs such as Justin Bieber and Post Malone are sporting the clogs, driving an increase in popularity. The brand has reported a 64% rise in the first quarter sales of 2021. And now, Crocs, Inc. has quite literally stepped up to a trademark fight with a bite after filing 21 lawsuits against stores such as Wal-Mart, Inc. and Hobby Lobby Stores alleging trademark infringement. The sale of these alleged copycat shoes has “the effect of diluting the distinctive quality of Crocs’ registered trademarks” per the complaint. They have even gone so far as to attempt to block the imports of these knock off shoes into the United States.
With their revival, and after completely revamping the executive management team, they are sending a very clear warning that they are zealously guarding their brand.