(单词翻译:单击)
Welcome to the HBR IdeaCast from Harvard Business Review. I’m Alison Beard.
欢迎来到《哈佛商业评论》的HBR IdeaCast。我是艾莉森·比尔德。
A few years ago, I noticed a weird thing, Crocs, those rubbery boat shoes that you used to see mostly on little kids, were suddenly extremely popular with teenagers.
几年前，我注意到一件奇怪的事情，Crocs洞洞鞋，那种你以前经常在小孩身上看到的橡胶船鞋，突然在青少年中大火起来。
My kids’ middle and high school friends were all wearing them everywhere, in lots of styles and colors, with socks and without.
我孩子的中学朋友和高中朋友到哪里都穿着洞洞鞋，洞洞鞋款式多样、颜色丰富，有带袜子穿的、也有不穿袜子穿的。
Then, earlier this year, the same thing happened with a different product: Stanley insulated mugs.
今年早些时候，同样的事情发生在另一款产品上：Stanley保温杯。
This was a brand I knew from growing up.
这是我从小到大都知道的一个品牌。
They made bottles that you usually brought outdoors, but now my 13-year-old daughter’s entire city and suburban crew was buying the Quencher, a 30 ounce mug with a big handle and straw, in different pastel shades, and carrying them around almost like trophies.
通常你会把斯坦利保温杯带到户外用，但现在我13岁女儿的整个城市和郊区的朋友都在买Quencher，这是一个30盎司(850.5 毫升)的杯子，带有一个大把手和一根吸管，颜色多样且色调柔和，随身携带如同捧着一个奖杯。
I began to wonder, how do consumer goods like these suddenly move from under the radar, or even uncool, to totally trendy?
我开始琢磨，像这样的消费品是如何突然从默默无闻，甚至不时髦，变得如此火爆的?
Well, there’s no better person to ask than our guest today.
没有人比我们今天的嘉宾更适合回答这个问题了。
Terence Reilly was the chief marketing officer of Crocs during its resurgence, and he’s now the president of Stanley.
特伦斯·赖利以前是Crocs再次大火时期的首席营销官，现在是Stanley的总裁。
When I found out that he was there to shape the strategies that led to such success for both companies, I wanted to talk to him about how he did it. Terence, welcome.
当我发现他参与制定了让这两家公司大获成功的战略时，我想采访他，问问他是如何做到的。特伦斯, 欢迎。
Thank you very much.
非常感谢。
First, let’s talk about Crocs. How did you get teenagers so interested in wearing them?
首先，我们来谈谈Crocs洞洞鞋。你是怎么让青少年对穿洞洞鞋产生兴趣的？
Well, I didn’t do anything, we had an amazing team at Crocs, similar to Stanley.
我什么都没做，与Stanley相同，Crocs有一个很棒的团队。
One day, Toria Roth, who was just fresh off of her internship at Crocs, she walked into my office, the CMO’s office, and she said, “Terence, do you have a minute?”
有一天，刚刚结束Crocs实习的托里亚·罗斯走进我的办公室(首席营销官办公室)，她说：“特伦斯，你有空吗?”
And she showed me a photo of Post Malone wearing Crocs.
她给我看了一张波兹·马龙穿Crocs洞洞鞋的照片。
And Post Malone is a very popular musician.
波兹·马龙是一位非常受欢迎的音乐人。
Absolutely. And he wasn’t wearing them with any sort of irony, he just was wearing them.
绝对称得上。他不带有任何讽刺意味穿着Crocs洞洞鞋，他只是穿着它们。
And she said, “This could be something for Crocs.”
她说：“这可能会是Crocs的重要产品。”
And so, I reached out to the folks that manage Post Malone, and I said, “Hey, would you be interested in a partnership or a collaboration where Post could create his own Crocs?”
于是，我联系了波兹·马龙的经纪人，我说：“嘿，你们有没有兴趣和我们合作？此次合作，波兹可以设计自己的Crocs洞洞鞋。”
And a few months later, the first celebrity collaboration with Crocs was born.
几个月后，首位与Crocs合作的名人诞生了。
And I think it broke the Crocs website when they went live, we had more people waiting than we could handle.
当Crocs网站上线这款产品时，网站崩溃了，等待的人要比处理问题的人多。
And obviously, that set the stage for multiple artists and brands over the following years to collaborate with Crocs.
显然，这为随后几年众多艺术家和品牌与Crocs合作奠定了基础。
