FLO has been named a new brand ambassador for Crocs, a partnership that feels more organic than transactional. The group said in a recent interview, “Crocs was on our list for a while … it felt like a no-brainer because we actually wear them, and it felt good to work with them. They’ve worked with really cool people like SZA and Justin Bieber, so it felt good.”
What stands out is FLO’s emphasis on creative control. They added, “We’re very particular about the campaigns we do … everybody’s been very patient with us, making sure that we get it right, because we want to make sure that it’s FLO and Crocs … we really put a lot of effort into this one.”
FLO now joins a roster of notable creatives who have partnered with Crocs—including Lil Nas X, Saweetie, and Post Malone—underscoring how the brand leans into cultural relevance through music-forward ambassadors. In fact, Post Malone’s collaboration with Crocs set the standard for these campaigns, selling out within hours and generating 5.6 billion earned media impressions, while Lil Nas X’s global campaign for the “Height” clog line sold out quickly and reinforced Crocs’ ability to use music stars to fuel hype and demand.
Against that backdrop, FLO’s ambassador deal is a more boutique yet calculated play. With over 600,000 Instagram followers, their reach is modest compared to Crocs’ previous megastar collaborators. But what FLO brings is a rising profile and an R&B audience that’s deeply engaged. Their insistence on creative control signals that Crocs is prioritizing authenticity over scale, aiming for campaigns that feel artist-driven rather than brand-engineered.
This contrast highlights Crocs’ evolving ambassador strategy: using blockbuster names like Post Malone or Lil Nas X for global mass-awareness campaigns while experimenting with niche, culture-driven partnerships like FLO to deepen credibility within key music communities. If FLO’s activation lands, it could set a model for Crocs to replicate across other up-and-coming talent—pairing grassroots authenticity with the brand’s increasingly global mainstream presence.