Crocs Mad Lab creates personalised digital Jibbitz based on your ...
As shoes go, Crocs are about as customisable and creative as it gets, thanks to their iconic jibbitz charms – the decorative accessories that fit into the shoe holes – and the ability to wear them strap up, or strap down (more formally known as ‘sports mode’). Now, the brand has taken things one step further with its interactive Crocs Mad Lab, a “digital playground” that uses AI and blockchain technology to help Crocs fans let their creativity loose.
The suitably technicolour platform hinges on fans to create their own BbitzTM, AI-generated charms inspired by Crocs classic Jibbitz, by answering a series of interactive questions, with “trillions” of design combinations possible. Importantly, a press release states, this question-based approach makes the process “intuitive and accessible to all”, with no design skills required, and the project marks an interesting step forward in “merging technology and fashion”.
“At Crocs, pairing personalisation with digital-first ideas is inherent to our brand,” says Feliz Papich, vice president, digital product management and consumer experience at Crocs, in a press release. “Through Crocs Mad Lab, our first-of-its-kind digital hub, we’re completely redefining how fans express themselves. Drawing inspiration from our beloved Jibbitz charms, the AI-driven Bbitz empower creativity and deepen community bonds, leveraging advanced technology to bring our fans’ love of self-expression to a whole new dimension.”
To bring this online community together, the Mad Lab also lets users collect other people’s creations within the challenge gallery. Users can vote on their favourite and earn badges, as well as share their Bbitz on social media platforms. There’s the chance to win some prizes too. Winners of challenges have the chance to get Mad Lab digital exclusive discounts, limited edition Crocs products and mysterious “one-of-a-kind” experiences.
Made in partnership with Digitas, there’s big plans for the evolution and future of the platform. Namely, allowing further collaboration across digital and physical realism, new rewards and ways of deepening the connections between the new online community.
Atit Shah, chief creative officer at Digitas, adds: “In Croc Nation, amongst the true fans, there is a magic moment when your style, personal Jibbitz, and vibe just click. It’s a victory in self-expression, the journey is fun — it’s an energy wave person to person. And everybody’s welcome. With Crocs Mad Lab, we bring a new communal canvas for this genuine feeling, warping design, AI, and platform innovation in an otherworldly way.”
