Crocs advertising spend, FY2025

Crocs (CROX) reported $394M of advertising expense for the fiscal year ended Dec 31, 2025. That is 9.7% of revenue of $4B. Up 4.3% from FY2024.

Ad spend, FY2025
$394M
year ended Dec 31, 2025
Change vs prior year
+4.3%
vs FY2024
Share of revenue
9.7%
of $4B revenue
Rank by ad spend
#146
of 336 companies

Key facts

  • Ad spend is 6.8x its FY2015 level ($58.2M), faster than revenue (3.7x).
  • FY2025 is the highest year on file, going back to FY2010.
  • Largest increase +71.0% in FY2021; largest cut -9.8% in FY2011.
  • Ad spend has risen 9 years in a row.
  • Ad spend is 9.7% of revenue, up from 7.3% in FY2020.
  • Crocs spends more on advertising than 57% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 1.9x the median of 5.2%.

Ad spend by fiscal year

$0 $100M $200M $300M $400M FY2010 (ended 2010-12-31): $44.1M FY2011 (ended 2011-12-31): $39.8M 2011 FY2012 (ended 2012-12-31): $39.8M FY2013 (ended 2013-12-31): $47.6M 2013 FY2014 (ended 2014-12-31): $44.7M FY2015 (ended 2015-12-31): $58.2M 2015 FY2016 (ended 2016-12-31): $56M FY2017 (ended 2017-12-31): $59.1M 2017 FY2018 (ended 2018-12-31): $68.6M FY2019 (ended 2019-12-31): $83.2M 2019 FY2020 (ended 2020-12-31): $101M FY2021 (ended 2021-12-31): $173M 2021 FY2022 (ended 2022-12-31): $261M FY2023 (ended 2023-12-31): $317M 2023 FY2024 (ended 2024-12-31): $378M FY2025 (ended 2025-12-31): $394M 2025 $394M

Ad spend as % of revenue

0% 3% 5% 8% 10% FY2010 (ended 2010-12-31): 5.6% FY2011 (ended 2011-12-31): 4.0% 2011 FY2012 (ended 2012-12-31): 3.5% FY2013 (ended 2013-12-31): 4.0% 2013 FY2014 (ended 2014-12-31): 3.7% FY2015 (ended 2015-12-31): 5.3% 2015 FY2016 (ended 2016-12-31): 5.4% FY2017 (ended 2017-12-31): 5.8% 2017 FY2018 (ended 2018-12-31): 6.3% FY2019 (ended 2019-12-31): 6.8% 2019 FY2020 (ended 2020-12-31): 7.3% FY2021 (ended 2021-12-31): 7.5% 2021 FY2022 (ended 2022-12-31): 7.3% FY2023 (ended 2023-12-31): 8.0% 2023 FY2024 (ended 2024-12-31): 9.2% FY2025 (ended 2025-12-31): 9.7% 2025 9.7%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $394M +4.3% $4B 9.7% MarketingAndAdvertisingExpense 10-K Feb 12, 2026
FY2024 Dec 31, 2024 $378M +18.9% $4.1B 9.2% MarketingAndAdvertisingExpense 10-K Feb 12, 2026
FY2023 Dec 31, 2023 $317M +21.7% $4B 8.0% MarketingAndAdvertisingExpense 10-K Feb 12, 2026
FY2022 Dec 31, 2022 $261M +51.0% $3.6B 7.3% MarketingAndAdvertisingExpense 10-K Feb 13, 2025
FY2021 Dec 31, 2021 $173M +71.0% $2.3B 7.5% MarketingAndAdvertisingExpense 10-K Feb 15, 2024
FY2020 Dec 31, 2020 $101M +21.4% $1.4B 7.3% MarketingAndAdvertisingExpense 10-K Feb 16, 2023
FY2019 Dec 31, 2019 $83.2M +21.3% $1.2B 6.8% MarketingAndAdvertisingExpense 10-K Feb 16, 2022
FY2018 Dec 31, 2018 $68.6M +16.1% $1.1B 6.3% MarketingAndAdvertisingExpense 10-K Feb 23, 2021
FY2017 Dec 31, 2017 $59.1M +5.5% $1B 5.8% MarketingAndAdvertisingExpense 10-K Feb 27, 2020
FY2016 Dec 31, 2016 $56M -3.8% $1B 5.4% AdvertisingExpense 10-K Mar 1, 2017
FY2015 Dec 31, 2015 $58.2M +30.2% $1.1B 5.3% AdvertisingExpense 10-K Mar 1, 2017
FY2014 Dec 31, 2014 $44.7M -6.1% $1.2B 3.7% AdvertisingExpense 10-K Mar 1, 2017
FY2013 Dec 31, 2013 $47.6M +19.6% $1.2B 4.0% AdvertisingExpense 10-K Feb 29, 2016
FY2012 Dec 31, 2012 $39.8M 0.0% $1.1B 3.5% AdvertisingExpense 10-K Mar 2, 2015
FY2011 Dec 31, 2011 $39.8M -9.8% $1B 4.0% AdvertisingExpense 10-K Feb 25, 2014
FY2010 Dec 31, 2010 $44.1M n/a $790M 5.6% AdvertisingExpense 10-K Feb 25, 2013

What the figure is

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Earlier years use a different tag. The Tag column above shows which one applies to each year.

Compared with similar spenders

The 6 companies closest to Crocs in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
142 Logitech $411M 8.5% +15.7% FY2026
143 Delta Air Lines $405M 0.6% -7.5% FY2025
144 MGM Resorts International $398M 2.3% +3.6% FY2025
145 Elevance Health $395M 0.2% -26.9% FY2025
146 Crocs $394M 9.7% +4.3% FY2025
147 Campbell's $387M 4.0% -3.2% FY2026
148 PNC Financial Services Group $378M 1.6% +4.4% FY2025

Full ranking of 336 companies · Biggest increases #189 · Up 5+ years in a row #11

Questions

How much does Crocs spend on advertising?

Crocs spent $394M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 12, 2026.

What percentage of revenue does Crocs spend on advertising?

9.7% of revenue in fiscal 2025 ($394M of $4B). The median across the 336 companies tracked is 5.2%.

Is Crocs spending more on advertising?

Yes. Ad spend rose 4.3% in fiscal 2025 from fiscal 2024. It has risen 9 years in a row.

How does Crocs rank by advertising spend?

#146 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Crocs's advertising figure include?

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Source

Filing
10-K for FY2025, filed Feb 12, 2026
Accession number
0001334036-26-000006
Company
Crocs, Inc., CIK 1334036, SIC 3021 (Rubber & Plastics Footwear)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Crocs advertising spend, FY2010-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 12, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/crocs/advertising-spend/
Download
CSV, all years · CSV, all 336 companies