Crocs appoints Terence Reilly as the new head of their brand department.
Crocs, Inc. announced the promotion of Terence Reilly to the newly created role of Chief Brand Officer for both the Crocs and Heydude footwear brands effective immediately.
Reilly, a seasoned branding executive, will set the marketing and creative vision and drive global messaging for both brands. Since rejoining Crocs in 2024 as president of the Heydude brand, he has successfully reinvigorated the team, refined the brand's strategic direction, and rekindled consumer engagement.
In this expanded role, Reilly reports to Crocs CEO Andrew Rees and collaborates with Anne Mehlman, brand president for Crocs. Rees will serve as interim president of Heydude until a replacement can be found.
Prior to rejoining Crocs, Reilly served as president of tumbler brand Stanley. He previously worked with Crocs as its Chief Marketing Officer.
The company is grappling with tariff headwinds, with an estimated $11 million impact on gross profit for the year. In May, a coalition of 80 footwear brands, including Crocs, sent a letter to President Donald Trump seeking tariff exemptions to circumvent potential higher prices and inventory shortages during fall events and holidays.
Recent Q1 earnings reported better-than-expected results for Crocs, with a 2.4% increase in Crocs brand revenue to $762 million and a 9.8% decline in Heydude revenues to $176 million. The company withdrew its 2025 financial outlook due to uncertainties from the global trade war.
Reilly's branding vision emphasizes energizing and innovating brand positioning, strengthening consumer connections, navigating trade challenges, and driving excitement and renewed momentum, particularly for Heydude to reverse its recent revenue decline. This approach aims to overcome hurdles posed by tariff-related uncertainties and the shifting global trade environment while ensuring Crocs' standing and revitalizing Heydude's market presence.
- Terence Reilly, now the Chief Brand Officer for both Crocs and Heydude, will employ an innovative branding approach, focusing on energizing positioning, strengthening consumer connections, and navigating trade challenges to drive excitement and renewed momentum for both brands.
- In his expanded role, Reilly will collaborate with Anne Mehlman, brand president for Crocs, and report directly to Crocs CEO Andrew Rees, who has taken on the role of interim president of Heydude until a replacement can be found.
- Reilly's career in branding extends beyond Crocs, having previously served as president of tumbler brand Stanley and as the Chief Marketing Officer for Crocs.
- The promotion of Reilly to the Chief Brand Officer role comes in a critical time for the company, as Crocs grapples with tariff headwinds that could potentially impact gross profit by $11 million for the year.
- Reilly's branding vision also seeks to help Heydude reverse its recent revenue decline, addressing hurdles posed by tariff-related uncertainties and the shifting global trade environment to ensure Crocs' standing and revitalize Heydude's market presence. This strategy is part of a broader effort to maintain a competitive edge in the footwear industry and advance in finance, careers, business, and trade.
