K-pop fandom is one of the most passionate, organized, and trend-driving communities in the world, with a 225M-strong global audience that has grown 24x over the last 12 years. In the U.S., K-pop’s influence extends far beyond music, shaping fashion, entertainment, and digital culture. While Crocs had made cultural inroads in other spaces, it needed an authentic way into this highly engaged, fast-moving fandom—a community that values credibility, creativity, and deep fan engagement. Rather than pushing branded content on its own channels, Crocs saw an opportunity to meet fans where they already engage by partnering with DIVE Studios, the leading K-pop digital media platform with an audience that is 80% Gen Z and 71% BIPOC. The collaboration was designed to reach U.S.-based K-pop fans through a fan-first, entertainment-driven approach—not a sales pitch.
By aligning with P1Harmony’s album release, Crocs tapped into a peak fan moment and co-created DIVElympics, a first-of-its-kind K-pop game show. This wasn’t a sponsorship—it was an experience designed for K-pop fans, by K-pop fans, seamlessly integrating Crocs into the culture in a way that felt fun, interactive, and fan-driven. This campaign wasn’t just about gaining visibility—it was about earning credibility. By embedding itself into trusted fan spaces, embracing K-pop’s participatory culture, and prioritizing entertainment over traditional advertising, Crocs successfully unlocked a new audience, proving that the best way to engage niche subcultures is through authenticity, not intrusion.
Strategy: Embedding Crocs in the U.S. K-pop Fandom
Crocs’ entry into K-pop wasn’t a sponsorship—it was a collaboration rooted in culture. The strategy was built on three key pillars:
1. Cultural Relevance – By aligning with P1Harmony’s U.S. album promotion, Crocs hacked into a peak moment of fan excitement, ensuring the campaign felt timely and relevant.
2. Authenticity & Trust – Instead of relying on Crocs' own channels, the brand embedded itself within DIVE Studios’ content ecosystem, meeting U.S.-based K-pop fans where they already engage.
3. Fan Participation – Through interactive, game-style content, the campaign mirrored the playful, participatory nature of K-pop fandom, making fans feel included in the experience.
Execution: DIVElympics – A First-of-Its-Kind K-pop Game Show
Crocs didn’t just integrate into K-pop content—it became part of the experience. DIVElympics, a co-branded game show starring P1Harmony, brought the brand into fan-driven entertainment in an organic, engaging way. Key elements of execution included:
● Hero Content: A flagship long-form YouTube episode, where P1Harmony competed in Crocs-branded fan-driven challenges, making the brand feel seamlessly embedded in the K-pop experience.
● Social Cutdowns: Over 12 short-form videos tailored for TikTok, Instagram, and X, optimized for high-impact engagement.
● Paid Amplification: A teaser amplified via dark posts, maintaining an organic, fan-first feel while expanding reach.
● Community Engagement: DIVE Studios' interactive content format sparked real fan conversations, UGC, and viral participation, reinforcing authenticity.
By embedding itself authentically in trusted fan spaces, cultural moments, and interactive entertainment, Crocs didn’t just talk to the U.S.-based K-pop community—it became part of it.
The DIVElympics campaign proved that embedding Crocs into existing fan ecosystems is far more powerful than traditional brand-led activations. By prioritizing authenticity, cultural resonance, and off-channel engagement, the campaign exceeded expectations:
● 17.8M total impressions (15M organic, 2.8M paid) – nearly 6x the platform’s impression goals.
● 1.6M total engagements (1.4M organic, 291K paid), reinforcing deep fan interaction.
● 11% peak organic engagement rate, significantly surpassing industry benchmarks.
● High positive sentiment among K-pop fans, solidifying Crocs' position as a culture-connected brand. Beyond the numbers, the campaign reinforced Crocs' commitment to diversity and inclusion, showcasing how brands can authentically engage with multicultural communities. By meeting audiences where they are and celebrating individuality, creativity, and cultural nuance, Crocs successfully positioned itself as a trend-driven, globally relevant brand.
