Crocs (CROX) 2026 Baird Global Consumer, Technology & Services Conference summary

Strategic actions and market positioning

• Reduced inventory in the second half of 2025 to set up for future growth and innovation in 2026.

• Focused on product innovation, especially within the Classic Clog and expanding into sandals, targeting a $500 million sandal business in 2026.

• Emphasized agility in digital and social marketing, leading footwear sales on TikTok Shop for two years.

• Shifted marketing spend from performance to brand storytelling, supported by leadership changes.

Channel performance and international growth

• Direct-to-consumer (D2C) channels are leading growth, with wholesale expected to lag by a few seasons.

• International markets account for half of revenue, with strong growth potential in both developed and emerging regions.

• China is the second-largest international market but only 4% of global sales, indicating significant runway.

• HEYDUDE has minimal international presence but is positioned for future expansion.

HEYDUDE brand update and turnaround

• HEYDUDE, acquired three to four years ago, is a $700 million profitable brand undergoing inventory right-sizing.

• Leadership changes and operational improvements are underway, including supply chain integration for efficiency.

• Sequential revenue improvement expected, with a return to growth guided for the second half of 2026.

• Leveraging viral marketing moments to keep the brand top of mind.