CROCSLAB: FOOTWEAR FOR THE LAB

A bold new concept for an untapped audience — lab professionals
Role: Strategy + Risk Analysis + Campaign Messaging

PROBLEM

Crocs is known for comfort, but its iconic clog has limited reach in sterile, high-performance environments like medical labs. Scientists, lab techs, and field researchers are often stuck wearing uninspired, uncomfortable footwear.

INSIGHT

Lab workers spend long hours on their feet in environments that demand comfort, slip resistance, and style. They want function and expression — Crocs already delivers both, just not for them. Yet.

STRATEGY

Break into the professional science market by:

  • Designing durable, comfortable footwear tailored for sterile lab environments

  • Building cultural relevance by celebrating lab life with humor, individuality, and a strong brand voice

  • Driving brand clarity by anchoring messaging around protection, performance, and personality

  • Sparking awareness by partnering with hospitals, universities, and science influencers on TikTok

MY ROLE

I focused on risk analysis, contingency planning, and final campaign messaging. I helped build the go-to-market framework and contributed to naming, positioning, and refining our final pitch.
Completed as part of a group marketing project at the University of Oregon.

PROCESS

• Researched target user pain points through case studies and testimonials
• Created persona profiles for researchers, techs, and lab students
• Developed three campaign themes and refined the strongest into the final pitch
• Assessed risks related to brand dilution, niche market scale, and distribution channels
• Proposed contingency plans for manufacturing, pricing, and limited drops

RESULTS

The concept was met with excitement from instructors and peers for its originality and market fit. We were commended for spotting an under-served niche and designing a practical, scalable solution.

WHAT I LEARNED

This project showed me how a brand known for fun can still innovate seriously — and how strategy and storytelling can work together to unlock new audiences.

Click below to see the Results!

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