So it was actually just a celebrity who liked the product initially.

Is that how consumer brands should go about finding endorsers or influencers to be brand ambassadors?

Well, sure. At the time, Crocs was a meme. The meme was those holes are where your dignity leaks out.

We knew, and certainly I knew, that we had a classic, we just needed to create more relevance for the brand.

We didn't have an awareness problem at Crocs, we had a relevance opportunity.

And so, Post Malone was that real quick injection of relevance, and once he was on board, it allowed me to call almost any artist or any brand to collaborate.

As an example, I was in Asia, and I saw the popularity of Kentucky Fried Chicken in Asia, and I reached out to the CMO of Kentucky Fried Chicken via LinkedIn while in Asia, asked him if he'd be interested in a Crocs KFC collaboration, and sure enough, you can go online today, you'll see those for $300, $400, in the secondary market today.

So that hype became something that had its own inertia.

So it sounds like you have to have an awareness of the people and other brands that your ideal consumers care about, and then you establish and make those relationships happen, and that can work for any consumer brand?

I'd like to think so, it might not be that easy.