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Crocs in Pepsi Center, Folsom
Daily Camera, Dec 9, 2005
Crocs Inc. has made a name for itself with its brightly colored footwear sold by retailers nationwide.
Now the Niwot-based company has taken its iconic image to sports arenas, magazines and soon television.
Locally, Crocs secured sponsorship deals with the University of Colorado football program and Pepsi Center operator Kroenke Sports Enterprises, which owns the Denver Nuggets and Colorado Avalanche.
The sponsorship with CU includes signs at Folsom Field and continues into next year, said Tia Williams, Crocs’ spokeswoman.
As part of the Kroenke deal, which started in October, there not only are Crocs signs at Pepsi Center, but also exclusive Nuggets- and Avalanche-branded shoes for sale at the arena.
“It’s a way for us to kind of elevate our brand nationally and still support our local endeavors,” Williams said.
This type of corporate partnership is unique, said Camille Hammond, who works in Kroenke’s corporate sales department.
“In fact, it’s the first time we sold shoes,” she said.
The deals come during a very busy fall season for the company. Barely a month after Crocs filed paperwork on Aug. 15 for an initial public offering, it developed advertisements that ran in magazines such as Rolling Stone. The company also gained industry accolades this month when Footwear News named Crocs as a 2005 Brand of the Year Award winner.
The company also has had its fair share of celebrity-related exposure - including the shoes being in gift bags for celebrities at the Teen Choice Awards, TV chef Mario Batali singing the praises of the shoes and actress Jennifer Garner buying 16 pairs during a film shoot in Boulder.
Most recently, costume designers from the NBC show “Scrubs” wanted to style the shoes for use in upcoming 2006 shows, Williams said.
“Nurses love the shoes,” Crocs’ Williams said. “So it’s a natural fit there.”
by Alicia Wallace
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