Crocs is more than happy to stay behind the scenes at this year’s annual MTV Europe Music Awards (EMAs).

The global footwear brand best known for its clogs has become the ‘official backstage gifting partner’ at this year’s event set to take place in Manchester on 10 November.

We’re told it’s a partnership that underscores “Crocs’ close relationship with the music industry and its dedication to celebrating individuality and creativity”.

In its official EMA capacity, Crocs will be providing artists, nominees, and VIP guests with personalised pairs of Crocs in the VIP lounge. Each pair will include unique Jibbitz charms, “celebrating the intersection of style, self-expression, and music”. 

The brand emphasises its roots “that run deep in music culture”, via its collaborations with some of the biggest names, including Justin Bieber, Post Malone, and Bad Bunny, so that “Crocs… consistently bridge[s] the worlds of fashion and music, creating limited-edition designs that resonate with fans”.

Although Crocs has seen a resurgence in popularity with annual revenues more than tripling over the last four years, last month the US-based company tempered growth expectations and warned of sales declines for its casual Heydude brand.

The company said it expects 2024 sales growth of 3%, the low end of its prior guidance of 3-5%. It cautioned that sales of its Heydude sneaker and casual loafer brand will be down 14.5% compared to a year ago.