Crocs has appointed Terence Reilly to the position of executive vice-president and chief brand officer, a role recently established within the company to boost its global marketing strategy.

Reilly's duties will encompass guiding the marketing strategies for Crocs and HEYDUDE brands under Crocs' umbrella. 

His focus will be on enhancing creative leadership and expanding the brand's storytelling efforts to strengthen Crocs’ global presence and foster greater engagement with consumers worldwide.

Reilly stated: "The power of the Crocs and HEYDUDE brands is unlike anything I've seen in my 25-plus years of connecting with consumers and culture to drive lasting business results. We have two of the largest casual footwear brands in the world, loved by communities of passionate fans.

"While we have seen remarkable success over the last decade from Post Malone to Jelly Roll and so much in between, I believe we are just getting started. In partnership with Andrew and Anne, I am honoured to play a key role in championing the future vision of Crocs."

Reilly will keep reporting to CEO Andrew Rees and work closely with Crocs executive vice president, brand president Anne Mehlman, as well as HEYDUDE brand leadership in strategic planning and implementation.

Meanwhile, Rees has been appointed as the temporary president of the HEYDUDE brand and will work in collaboration with the senior leadership team until a permanent leadership framework is established.

Andrew Rees said: "Since Terence rejoined Crocs in 2024, the HEYDUDE brand has seen significant traction under his leadership. He has galvanized a team, sharpened the brand's strategic focus and re-established authentic connections with our consumers.

"With Terence in this new role and in partnership with our proven leadership team, this shift will create an elevated focus on driving heat and energy for both our brands and spark disruptive innovation as we engage with our consumers and customers around the world."

In FY24, Crocs reported a 3.5% increase in consolidated revenues, reaching $4.10bn compared to $3.96bn in FY23, reflecting a robust financial performance.

During the fiscal year, Crocs brand saw revenues up 8.8% to $3.278bn but HEYDUDE revenues dipped 13.2% to $824m.

The company expects Crocs Brand to grow approximately 4.5% in the full year 2025 while HEYDUDE Brand to be down around 9% to 7%.