Crocs Turns to Sydney Sweeney for a Comeback Bid

Kim Kardashian may have launched a private equity fund, but Sydney Sweeney is fast emerging as the turnaround queen. Fresh from American Eagle’sAEO

viral campaign, she’s now leading Crocs’CROX

bid to revive its battered line. With the shoemaker’s stock nearly halving over the past year, it’s desperately banking on star power to win back shoppers.

• CROX
  just suffered its biggest single-day drop in three years — and management warns that Q3 revenue could fall another 9–11% as Americans opt for athletic shoes over rubber clogs.
• CEO Andrew Rees admits consumers are “not even going to the stores” anymore — while collaborations like Krispy KremeDNUT
  and Windows XP haven’t moved the needle.

Sport mode: Even as price targets diverge widely, analysts expect Crocs’ earnings to triple by 2028. Key catalysts include global expansion, fresh product innovation, and a direct-to-consumer sales strategy. That said, analysts also point to prolonged weak American demand, tariffs, and “aggressive inventory resets” as margin threats. With the road ahead this unpredictable, Crocs better keep that back strap down tight.