Company: Crocs Inc., Niwot, CO
Entry Submitted By: Linhart PR
Company Description: Crocs, Inc. (NASDAQ: CROX) is a world leader in innovative casual footwear for men, women and children with more than $1 billion in annual revenue. The company offers several distinct shoe collections with more than 300 four-season footwear styles. All Crocs™ shoes feature Croslite™ material, a proprietary, revolutionary technology that gives each pair of shoes the soft, comfortable, lightweight,
Nomination Category: Products & Product Management Awards Categories
Nomination Sub Category: Product Development/Management Executive of the Year

Nomination Title: Dale Bathum, Chief Product Officer

Tell the story about what this nominee achieved since January 1 2012 (up to 525 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

Since joining Crocs in 2007, Dale Bathum, Crocs’ chief product officer, has helped Crocs become the global lifestyle brand it is today by leading the successful diversification of its product offerings. Bathum is responsible for the look and design of Crocs’ more than 300 footwear styles. Under Bathum’s leadership, Crocs has transformed from a one-shoe company known for its iconic clog into a leading four-season footwear brand. Today, the clog accounts for less than half of all Crocs footwear sales. The past 12 months have marked Crocs’ most substantial new product growth to-date, including further diversifying product offerings to reach new audiences and markets.

This continued focus on product diversification was a leading contributor to the company’s strong financial performance in 2012.

One strategy employed by Bathum in 2012 to further diversify Crocs’ product line was expanding some of the brand’s most popular collections to new audiences. This approach provided an opportunity to launch new products likely to perform well based on past consumer popularity of similar styles. The company’s Translucent line is an ideal illustration of this approach to product development. Successfully introduced in 2011 in women’s styles, the company expanded the translucent line into children’s products in 2012. Today, the line is made up of more than 15 products and continues to be a top performer. The company also used this strategy with its color-changing Chameleons collection. Originally only available in kids’ styles, Crocs expanded the collection into women’s products in 2012, which proved to be one of the top-sellers for the brand.  

During the past 12 months, Bathum also focused on strategically diversifying Crocs products to help consumers better recognize Crocs as a true lifestyle brand with products for all wearing occasions, from a winter snow storm to a day on the links. Integral to this effort was the introduction of products that highlighted the brand’s colder weather offerings. New products, like the women’s Equestrian Suede Tall Boot and Berryessa Hiker Boot, were successful in helping consumers recognize the breadth of Crocs’ product offerings, while driving sales of styles with higher average selling prices (ASP). Strong product innovation also provided an opportunity for Crocs to expand into new markets. Specifically, the company’s Crocs Golf by Hank Haney collection allowed the brand to successfully compete in the golf footwear category. Named “Best New Product” at the 2012 PGA Merchandise Show, Crocs’ golf line introduced the brand to entirely new audiences. 
 
Diversification of Crocs’ product offerings over the past year, particularly the growth of non-clog styles, not only helped shift consumer brand perceptions, but also positively impacted Crocs’ bottom line. After reaching $1 billion in annual revenue in 2011, strong new product performance helped Crocs grow another 12 percent in 2012. Part of this growth can be attributed to Bathum’s focus on delivering products with higher average selling prices. Crocs saw the ASP of its products increase more than 7 percent in 2012. This, coupled with a 7 percent increase in units sold during the year, contributed to Crocs’ strong 2012 financial performance. Recently launched 2013 styles are continuing this trend. Crocs anticipates its ASP increasing another 7 percent in 2013.

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Provide a brief (up to 125 words) biography about the nominee:

Dale Bathum is the chief product officer at Crocs, Inc., leading the ideation, development and introduction of Crocs’ portfolio of new products into the marketplace. Bathum joined Crocs in July 2007 with more than 24 years of experience in the footwear industry. Prior to joining Crocs, Bathum founded Bite, LLC, and served as CEO and president of Bite, LLC, from 1998 to 2007, when the brand was acquired by Crocs.  As the founder of Bite, a golf and outdoor footwear brand, Bathum reinvigorated the golf category with award winning designs for casual golf shoes and golf sandals. Previously, he held senior product development and sourcing positions with industry leaders Deckers and Nike.