Crocs’ Growth Story: Terence Reilly on Building Two Big Brands

With economic pressures and trade volatility reshaping retail, Crocs Inc.'s new chief brand officer, Terence Reilly, is steering both Crocs and Heydude toward long-term cultural relevance, viral traction, and consumer loyalty. Here's what you need to know:

• Terence Reilly, who led Stanley’s viral rise via TikTok and influencer partnerships, is now overseeing brand and marketing for Crocs and Heydude, aiming to replicate success across both.
• In Q1 2025, Crocs grew 2.4% YoY in revenue, while Heydude dropped 9.8%. Due to global trade uncertainties, the company withdrew its full-year outlook.
• Heydude's awareness among women nearly doubled in 18 months thanks to celebrity partner Sydney Sweeney. Still, the brand is now leaning into its core 18–35 male fanbase, especially in rural markets.
• Both brands are pushing early access and hype through TikTok Shop. The first place you could purchase the Jelly Roll Heydudes was on TikTok Shop,  and the brand has tapped cultural figures like Lola Tung, Riley Green, and Travis Hunter to drive engagement.
• Crocs Inc. is experimenting with Pinterest and Reddit for trend discovery and community input while building campaigns that emphasize product durability, affordability, and personal expression.

Read the full article

Crocs and Heydude: Growth and Success

Crocs, Inc. brought in Terence Reilly as Chief Brand Officer to accelerate growth for both Crocs and Heydude. After helping Stanley go viral, he’s now focused on boosting TikTok traction, cultural relevance, and celebrity partnerships.

We used Charm data to track how fast Crocs and Heydude are growing. Then, with Charm’s TikTok Analytics, we looked at their TikTok Shop sales in the U.S. for June 2025.

Crocs

$2.9 Million

U.S. TikTok Shop Sales, June 2025

Charm Growth Score: 92.84

Charm Success Score: 99.96

Fastest-Growing Channel: Online Resellers

Audience Demographic Skew: Females aged 25-34

As light hearted as they are lightweight, Crocs footwear provides complete comfort and support for any occasion and every season.

HEYDUDE

$1.96 Million

U.S. TikTok Shop Sales, June 2025

Charm Growth Score: 84.60

Charm Success Score: 69.83

Fastest-Growing Channel: TikTok

Audience Demographic Skew: Males aged 25-34

HEYDUDE shoes are lightweight, comfortable, stylish and affordable shoes that are made for both men and women.

Want more ecommerce insights like these? Book a demo of Charm today.