The #ComeAsYouAre campaign, which is also backed by South Korean singer YOONA and Canadian performer Henry Lau, launched today (3 April) and will run throughout the remainder of 2017.
According to Crocs, it is designed to celebrate the "uniqueness of individuals and inspire people to be comfortable in their own shoes".
The campaign will be focused on consumers in the UK, US, Japan, China, Germany and South Korea, and will include a mix of digital advertising, social media, and PR activity, which is being handled by FleishmanHillard Fishburn. FHF was appointed as Crocs' first global PR agency of record in 2015, following an informal review.
A spokesman for the agency said the campaign would operate in tandem with ongoing press office work, product launches and a GIF generator site, along with additional influencer activity.
The GIF generator site lets consumers upload or take a selfie and answer five questions to generate a shareable GIF. The ambassadors will also be releasing their own GIFs throughout the week.
Crocs CMO Terence Reilly said: "Come as you are is an invitation for people to share their identity, their one-of-a-kindness, which is so important in today's world."