Crocs Tries To Lure Athletes; New Line, Same Look (CROX)

By Douglas A. McIntyre Updated Apr 27, 7:42PM EDT · Published Apr 27, 7:27AM EDT

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Crocs, Inc. (NASDAQ: CROX) is one of the brands that has come at-risk over its future. The company is also flying under the “going concern” flag from auditors. And now it is bringing a new line of shoe for athletic recovery called the “Prepair” designed to help athletes recover following fitness and athletic events. This line is said to be specifically designed to improve recovery time for recreational and professional athletes alike.

The inside of these shoes comes with the Croslite™ material formulation with an anti-bacterial and anti-fungal silver additive to help keep feet healthy. The company claims one study showed that this took off 50% of the reduction in peak pressures, as well as a reduction in peak muscular efforts.

Crocs has set a manufacturer’s suggested retail price of $34.99 for a slide or flip-flop version of the Crocs, or $39.99 for the clog version. Maybe comfort can trump ugliness in a new sales effort. On a personal note and an observation of a former hi-flier, we’d guess that athletes may choose to have their feet hurt over buying these. But we’d also admit the surprise and dismay of just how well these sold before 2008.

The good news is that Crocs stock has recovered about 200% from recent lows, but the bad news is that the $2.29 price is down from a 52-week high of $12.50. Two years ago, this stock was exponentially higher than that 52-week high.

JON C. OGG

About the Author Douglas A. McIntyre →

Douglas A. McIntyre is the co-founder, chief executive officer and editor in chief of 24/7 Wall St. and 24/7 Tempo. He has held these jobs since 2006.

McIntyre has written thousands of articles for 24/7 Wall St. He is an expert on corporate finance, the automotive industry, media companies and international finance. He has edited articles on national demographics, sports, personal income and travel.

His work has been quoted or mentioned in The New York Times, The Wall Street Journal, Los Angeles Times, The Washington Post, NBC News, Time, The New Yorker, HuffPost USA Today, Business Insider, Yahoo, AOL, MarketWatch, The Atlantic, Bloomberg, New York Post, Chicago Tribune, Forbes, The Guardian and many other major publications. McIntyre has been a guest on CNBC, the BBC and television and radio stations across the country.

A magna cum laude graduate of Harvard College, McIntyre also was president of The Harvard Advocate. Founded in 1866, the Advocate is the oldest college publication in the United States.

TheStreet.com, Comps.com and Edgar Online are some of the public companies for which McIntyre served on the board of directors. He was a Vicinity Corporation board member when the company was sold to Microsoft in 2002. He served on the audit committees of some of these companies.

McIntyre has been the CEO of FutureSource, a provider of trading terminals and news to commodities and futures traders. He was president of Switchboard, the online phone directory company. He served as chairman and CEO of On2 Technologies, the video compression company that provided video compression software for Adobe’s Flash. Google bought On2 in 2009.