Crocs Inc. has brought a seasoned shoe design legend on board to power the next stage of growth for its two core brands.
The clog maker on Tuesday announced that it has tapped Steven Smith as its head of creative innovation, effective Dec. 2. In this new role, Smith will design shoes for both the Crocs and Hey Dude brands, and oversee the creation of new silhouettes and a general design evolution at both brands.
A more than 30-year footwear veteran, Smith has worked at top brands such as Adidas, Nike, Reebok and New Balance, and most recently served as a key footwear designer for Kanye West’s Yeezy brand.
“Since our inception we have prided ourselves in being a disruptor in the category and for pushing the envelope on product innovation,” said Crocs brand president Anne Mehlman in a statement. “That is one of the many reasons that we are thrilled to be adding Steven Smith, a true icon in the footwear industry, to our talented design teams. I can’t wait to see what we create together as he brings his unique creative vision to Crocs, Inc.”
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In August, Kanye West reportedly fired Smith, who had worked alongside West for nearly eight years and was named head of industrial design at Donda, West’s creative agency, in July 2022. Smith was the architect behind some of the most coveted Yeezy shoes, including the ever-popular Adidas Yeezy Boost 700.
Outside of Yeezy, some of Smith’s most profound creations include New Balance classics that are modern favorites, including the 550, 1500 and 574, as well as the ahead-of-its-time Reebok Instapump Fury from 1994 and the Nike Air Zoom Spiridon Caged 2 from 2003. Smith has designed countless classics throughout his career and is widely known as the “Godfather of Dad Shoes.”
“I have a penchant for taking design to new places and I’m grateful for the opportunity to bring my knowledge and expertise to these storied brands,” Smith said in a statement. “There is incredible potential to explore new forms and functionalities across the Company’s iconic product portfolio and continue pushing boundaries through innovation.”
In an August call with analysts discussing the company’s second quarter results, Crocs Inc. chief executive officer Andrew Rees discussed product innovation and said that the company will continue to experiment with new sneaker styles after a successful new launch in the category last spring: the Crocs Juniper in partnership with designer and Crocs creative director Salehe Bembury.
As for Hey Dude, the brand has recently onboarded a new brand president and chief marketing officer and has rolled out a longterm global partnership with Sydney Sweeney, positioning the actress and producer as a brand spokesperson. That momentum is set to continue in 2025, as Hey Dude leans into partnerships and styles that challenge expectations.
