Andrew Rizzo Crocs HQ is getting a major talent injection. Legendary footwear designer Steven Smith, who had worked under adidas YEEZY for eight years before being fired in August 2024, will become the brand’s next Director Of Creative Innovation.
According to a press statement, Smith will have a heavy hand in “introducing new silhouettes and evolving the brands’ design languages.” Smith began his career with New Balance in 1986 and is regarded the “godfather of dad shoes,” playing a pivotal role in developing the brand’s 99X series as well as models like the New Balance 550. The designer then bounced around adidas, Reebok, Fila, Nike, and KEEN before linking with YEEZY in 2016, where he helped bring models like the YEEZY Boost 700 and Foam Runner to life. Thus, the prospect of Smith joining a predominantly foam footwear company is more than intriguing.
In speaking about his new role, which oversees both Crocs and Hey Dude shoes, Smith states: “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. There is incredible potential to explore new forms and functionalities across the company’s iconic product portfolio and continue pushing boundaries through innovation.”
The appointment is extraordinarily significant as it pertains to Crocs and the footwear industry at large. Smith is one of a select few renowned designers that blurs the lines between footwear brands, bringing a dedicated fanbase with him wherever he goes. Look no further than early social media chatter, with many stating “my first pair of Crocs” in reference to Smith’s eventual Crocs silhouettes.
It remains to be seen when Smith’s first Crocs shoe will materialize, but eager minds should expect the appointment to bear fruit sometime in 2025. Of course, we’ll be keeping pulse on all Steven Smith Crocs news as he settles into the new role.
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