Crocs has landed a major player in the sneaker industry: Steven Smith, renowned designer and self-proclaimed “Godfather of Dad Shoes”, is joining the company as Head of Creative Innovation.

Smith, who has previously held positions at Nike, adidas, Reebok, New Balance, and Yeezy, will be working across both the Crocs and HEY DUDE brands. His appointment is effective 2 December 2024.

Speaking on his upcoming role, Smith expressed his enthusiasm, stating, “I have a penchant for taking design to new places and I’m grateful for the opportunity to bring my knowledge and expertise to these storied brands. There is incredible potential to explore new forms and functionalities across the Company’s iconic product portfolio and continue pushing boundaries through innovation.”

Crocs Brand President Anne Mehlman echoed Smith’s sentiment, highlighting the company’s commitment to innovation and disruption. She remarked, “Since our inception we have prided ourselves in being a disruptor in the category and for pushing the envelope on product innovation. That is one of the many reasons that we are thrilled to be adding Steven Smith, a true icon in the footwear industry, to our talented design teams. I can’t wait to see what we create together as he brings his unique creative vision to Crocs, Inc.”

This isn’t the first time Crocs has tapped a high-profile designer to elevate its sneaker offerings. Last year, the brand partnered with Salehe Bembury as creative director of the Crocs Pollex Pod line. With Smith’s appointment, Crocs is poised to continue its foray into the sneaker market and further solidify its position as a force to be reckoned with.

Source: Sneaker Freaker; image via Brad Barket/Fast Company/Getty Images

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