Crocs is fully embracing the digital age. On Aug. 15, the massive clog brand is launching Crocs Mad Lab, a digital playground utilizing artificial intelligence and blockchain technology to allow fans to hone their creativity and interact online.
Crocs Mad Lab lets users create and share AI-generated creative objects called Bbitz, influenced by the popular Jibbitz charms that adorn Crocs. With no design experience necessary, users can personalize their Bbitz by answering a number of interactive questions.
Users can also participate in the Mab Lab community by collecting creations through challenges, voting on favorite designs, earning badging for participating and completing certain actions and sharing Bbitz on social media. Challenge winners can obtain prizes including Crocs Mad Lab digital exclusives, discounts, limited edition Crocs products and experiences described as “one-of-a-kind.”
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Feliz Papich, vice president of digital product management and consumer experience at Crocs, commented on the brand’s new innovation.
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“At Crocs, pairing personalization with digital-first ideas is inherent to our brand,” Papich said. “Through Crocs Mad Lab, our first-of-its-kind digital hub, we’re completely redefining how fans express themselves. Drawing inspiration from our beloved Jibbitz charms, the AI-driven Bbitz empower creativity and deepen community bonds, leveraging advanced technology to bring our fans’ love of self-expression to a whole new dimension.”
Crocs worked alongside Digitas, the Networked Experience Agency and the team at Publicus Media Content to create Crocs Mad Lab.
Digitas chief creative officer Atit Shah also made a statement on the digital playground, saying, “In Croc Nation, amongst the true fans, there is a magic moment when your style, personal Jibbitz, and vibe just click. It’s a victory in self-expression, the journey is fun — it’s an energy wave person to person. And everybody’s welcome. With Crocs Mad Lab, we bring a new communal canvas for this genuine feeling, warping design, AI, and platform innovation in an otherworldly way. Thrilled to partner with Crocs on this new brand dimension.”
