Hey Dude has tapped Sydney Sweeney for a long-term, global partnership as the Crocs Inc.-owned brand looks to drive relevance among more consumers.
The actress and producer will become the spokesperson for Hey Dude and an advocate for being comfortable and confident in your shoes. The multi-pronged marketing approach positions Sweeney as the “Director of Dudes” giving a glimpse into her life when not on in front of the camera.
“Hey Dude values comfort, both in the footwear space and in all aspects of life, which is a message that we can all get behind,” Sweeney said in a statement. “The brand never sacrifices style for comfort, which is why Hey Dude’s iconic styles are my favorite shoe option whether I’m traveling or commuting to set. I’m thrilled to represent the brand in 2024 and beyond.”
Sweeney, a two-time Emmy nominated actress and producer, is best known for her iconic roles in HBO’s “Euphoria” and “White Lotus” as well as in Sony’s romantic comedy, “Anyone But You.”
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The announcement comes as Hey Dude leans more deeply into driving brand awareness and relevance under its new president, Terence Reilly. Prior to joining Hey Dude as president in April, Reilly served as Stanley brand’s president since 2020, where he oversaw the drinkware and gear brand’s meteoric rise. Now, the executive is implementing his icon-building playbook at Hey Dude, which has struggled through several quarters of sales declines since Crocs Inc acquired the brand in 2022.
When it comes to marketing, Reilly has led with Hey Dude’s comfort attributes. In addition to everyday use, he sees three unique arenas in which he believes Hey Dude can win: travel, pre and post athletics and music festivals.
“It’s not every day that a generational talent and style icon also authentically lives your brand. So, asking Sydney to join us to expand the perception of what it means to be a Dude was something we had to do,” Reilly said in a statement. “Sydney embodies the essence of Dude by always being comfortable in her own shoes. That makes her an undeniable fit for not only our shoes but our brand.”
