Crocs announced a long-term license with the National Football League this week, marking the first time the league has partnered with the footwear brand. Branded shoes and Jibbitz charms for 14 teams will launch first, followed by products for the other 18 teams; other categories such as bags will roll out later. This is just the latest in a steady stream of licensing deals and collaborations for Crocs, but the company is not the only clog specialist that is immersed in licensing. All of the four major clog-specialist brands listed below use the technique:
- In addition to the NFL partnership, U.S.-based Crocs in the last month or so alone has revealed deals, mostly limited editions and some with first-time collaborators, with the likes of fashion labels Jean-Paul Gaultier and Mowalola, Krispy Kreme, actress Lola Tung, the anime Demon Slayer, and Mexican YouTuber Luisito Comunica. When Finnish design studio Marimekko announced its positive Q2 financial results last week, it called out its recent sold-out Crocs limited-edition collection as a contributing factor.
- Birkenstock, headquartered in Germany, is also a frequent collaboration partner—although not as frequent as Crocs—for limited-edition drops, including with its classic Boston clog and some of its other clog-like styles. Examples from the last month, consisting mostly of repeat initiatives with previous partners, have focused on fashion and lifestyle labels, including Kith, Thibo Denis, and Chrome Hearts.
- Swedish brand Troentorp does not enter into as many partnerships with outside IPs as Crocs or Birkenstock, but it offers a collection of clogs—18 pairs are currently featured on the company’s website, with the latest drop in May—tied to Nepenthes’ Needles brand, designed by Nepenthes’ CEO Keizo Shimizo. In addition, last year it paired with artist Akiko Tsuji for a collection of hand-sketched and hand-painted bespoke clogs in three styles.
- Dansko, another U.S. marketer, is also relatively infrequently involved in partnerships, but last month it dropped a limited-edition pair with denim brand Madewell, following on an initial collaboration announced in January 2024.
In addition to these specialists, other footwear marketers offer clogs within a broader array of shoe styles, and often include them in their collaborations with third-party properties.
Clogs have been rising in popularity over the past few years and fit into several current fashion trends: They are casual, prioritize comfort, and have a nostalgic, 1970s vibe. It looks like the steady stream of new licensing and collaboration deals in this space will continue, at least for a while longer.
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