“What does confidence look like to you?”
Crocs, Inc. recently posed the question to five Girl Up leaders between the ages of 17 and 19, living in Australia, Canada, Colombia, India, and the United States as part of its new Crocs brand products called Jibbitz™ for Good. This is one of the ways the brands are engaging consumers in bringing to life Crocs, Inc.’s community impact platform, Step Up to Greatness.
Deanna Bratter, Chief Sustainability Officer at the footwear company, was “blown away” by their responses.
“It was so powerful to hear these girls step back and think about what confidence can be, and how different their interpretations were,” she says. “It reinforced how unique confidence is to each person.”
Jibbitz for Good — and Girls
Anchored in Crocs, Inc.’s purpose to Create a More Comfortable World for all, Step Up to Greatness is motivating young people to become the best versions of themselves. To turn this vision into reality, Crocs, Inc. has teamed up with nonprofit partners, including Girl Up, that are already helping young people gain the skills they need to unlock their greatest potential.
The first-ever Jibbitz for Good designs invite people everywhere to celebrate a cause while accessorizing their Crocs shoes. Each charm, or Jibbitz, included in the Celebrate Confidence Jibbitz 5-pack, launching in March 2025 to coincide with International Women’s Day, is inspired by those five Girl Up leaders and their individual takes on confidence.
Deanna hopes people take away a deeper appreciation for how confidence can show up differently in every girl and woman.
It’s about “how girls and women take up space, step into leadership, and find ways to thrive looks different for every person,” she says. “When women feel seen and valued and supported for exactly who they are, they will move through the world with confidence.”
Equal Everywhere: An Enduring Partnership
This isn’t the first time Crocs, Inc. and the UN Foundation have teamed up. The shoe company has long been a partner of the Foundation’s signature gender equality campaign, Equal Everywhere.
Now in its sixth year, the campaign has been a natural fit for Crocs, Inc. Not only do two-thirds of the company’s workforce identify as women, Deanna says, but the campaign also aligns with the company’s “come as you are” ethos.
“We’re ensuring that women have a seat at the table, and that the table — which would be our products, people, practices, benefits, and our creativity and design — reflects the needs and perspectives of women,” she says.
Looking back on the past five years, Deanna notes that while the company ethos has been present throughout its more than two-decade history, its social, sustainability, and environmental programs have expanded significantly in the past five years. “It’s pretty amazing how much we’ve done in such a short amount of time, and also how much Equal Everywhere has done in such a short amount of time,” she adds.
So, what does “equal everywhere” mean to Deanna? She doesn’t hesitate when asked to describe what it would look like for girls and women to finally be equal everywhere, and in every part of life.
“When every woman feels confident that they can show up as their true self, with no second guessing,” she says, adding, “And really represent their voice, their heart, and their incredible minds in a way that is true and transparent to who they are.”
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