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Parents Media Opps: Heydude announces acquisition by Crocs, taps top marketer (Score 72)

Shoe brand Heydude will soon be acquired by Crocs for $2.5b. To build upon Heydude's foundation, Crocs will work to level its global presence, best-in-class marketing and scale infrastructure. The deal is expected to close by the end of Q1 2022. Heydude will remain a standalone division.

As part of this transaction, Heydude also welcomed Rick Blackshaw as EVP and brand president. Most recently the CCM Hockey CEO, Blackshaw brings more than 25 years of experience in the footwear business.

It also hasn't been long since Heydude hired creative marketing manager Michael Murphree in November. Murphree joined the company from Lynk Marketing, where she served as creative art director.

In 2021, Pathmatics reports Heydude spent roughly $7.7m on digital ads, up almost exponentially from the roughly $788.2k it spent in 2020. The company earned around 744m digital impressions last year via Facebook (88%) and YouTube (12%) ads.

Considering that Heydude just tapped a top marketer and Crocs has span to focus on its marketing, spend will likely continue rising. The company primarily targets Gen-Z and millennials, especially parents. Sellers should get in touch soon to offer relevant 'ad space.

Agency & martech readers - The acquisition and marketing hire both make reviews possible; contact to see what work may be available. Crocs may seek new agency partners for Heydude, or Heydude may work with Crocs's existing agency partners, which include PR AOR R/GA.