Crocs has long been known for valuing comfort above looks—but the brand’s latest tech innovation aims to make its new comfort feature the first thing consumers notice.
The footwear company launched a new collection of unisex, men’s and women’s comfort sandals called Reviva by Crocs, available now at select retail locations and online starting Feb. 24. The line features new Reviva comfort technology, which gives the line its name. Each Reviva sandal is crafted from the same Croslite foam that Crocs uses for its standard clogs but with built-in air bubbles that will actively massage the wearer’s feet as they walk.
“Crocs continues to innovate in the comfort space at an extraordinary level, and the Crocs Reviva Collection is no exception,” Michelle Poole, Crocs’ chief product and merchandising officer, said in a statement. “With distinctive footbeds that align to the foot pressure map, the Crocs Reviva Collection provides consumers with a unique all-day comfort option at a great price.”
The Reviva collection of sandals, flip-flops and slides are lightweight, water-resistant and durable—qualities consumers have come to expect from Crocs. But the specialized footbed adds a therapeutic element beyond just comfortable, and the closed-cell foam resin gives the wearer a bit of a bounce with their step.
The Reviva collection will be available at retail for $34.99 for the unisex models and $39.99 for the men’s flip and women’s flip and slide.
Crocs called the price point “compelling” and expects it to position the new line for a high volume of sales. The brand had dropped a hint that it would be advancing its sandal business during the 21st annual ICR conference in January. Aside from the classic clog, Crocs identified the sandal segment as having “significant long-term growth potential,” adding that the inclusion of visible comfort footwear technology would be a key area of the product portion of its sustainable growth plan. Crocs said it will start pushing sandal silhouettes in the Americas, particularly where wholesale transactions are concerned.
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The ICR conference also identified the $23 billion global casual sandal market as having no clear leader, giving the brand ample room to grow. According to Crocs, its sandals revenue grew by roughly 18 percent in 2018 and accounted for about 23 percent of its total footwear revenue. Among the reasons it gave for that success was a clear adoption of the sandal silhouette by the core Crocs consumer due to its versatility, especially among women, who make up two-thirds of the sandal market, according to the brand.
Crocs has been one of the biggest footwear winners over the past year, dropping not one but two Post Malone collaborations as it took mindshare from some of the most prestigious footwear brands—all while transitioning its business away from manufacturing and toward pure distribution.