Crocs co-founder George “Boe” Boedecker, Jr. is releasing his debut book on how he founded Crocs, and the lessons to be learned.
The book, “Croc: How I Invented the World’s Most Popular Shoe, Became a Massive Success, and Nearly Destroyed Myself — in 15 Easy Lessons,” is set to be released on Sept. 15, 2026, and is being published by HarperCollins Leadership.
“I’ve been a writer all my life and I’ve been writing thousands of pages along the way since I was a child,” Boedecker said. “I wanted to give people a chance to get to know how I’ve gotten to this point in my life, and I’m as surprised as anyone I’m here. One piece of advice: save your credit card receipts.”
Billed as a “true, larger-than-life story,” Boedecker details among other events a tale of hard partying, a fender bender with Fleetwood Mac and the millions made and just as quickly given away, as well as how it all nearly destroyed him.
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Sample lessons include: Do not listen to anyone, You never know when opportunity will present itself — and Ugly is beautiful.
Boedecker co-founded Crocs Inc. with Scott Seamans and Lyndon “Duke” Hanson in 2001 after innovating on a foam clog by Canadian brand Foam Creations, which Crocs later acquired. The first model produced by Crocs was called the Beach in 2002. The original Crocs shoe was created for boaters, prioritizing grip-focused soles, waterproof materials and foot protection. The foam used, called Croslite, is made from closed-cell resin.
Crocs’ first ad campaign was dubbed ‘Ugly Can be Beautiful’ in 2005, the same year Boedecker stepped down as CEO of the company.
Crocs completed its initial public offering on Feb. 8, 2006, raising $208 million. The clog maker went on to acquire Jibbitz, an accessories manufacturer that can be snapped into the holes of Crocs’ shoes. It also later acquired Hey Dude for $2.3 billion in February 2022.
Crocs hit first place as the top revenue leader on TikTok Shops for the period from April 2025 to March 2026, with revenue totaling $52.4 million. Data from Charm Io noted that Crocs sibling Hey Dude is in second place at $32.5 million. Crocs Inc. CEO Andrew Rees said in February when the footwear firm posted fourth-quarter results that the company expects to see “significant future growth” in 2026 in the social commerce category.
Even though Crocs is first on TikTok Shops for revenue generation, Hey Dude was the brand that saw faster revenue growth over the same 12-month period. For the period April 2025 to March 2026, Hey Dude revenue grew 277.65 percent to $32.5 million from $8.6 million in the prior year. Crocs’ revenue grew 210.82 percent to $52.4 million from $16.8 million a year ago.
Crocs is expected to report first quarter results on Thursday.
