What Happened?
Shares of footwear company Crocs (NASDAQ: CROX) jumped 4.4% in the afternoon session after the company launched a new advertising campaign for its HeyDude brand featuring actress Sydney Sweeney, supported by broader market optimism as economic reports showed consumer spending rose more than expected.
The collaboration with Sweeney aimed to revitalize the HeyDude collection and attract younger shoppers to the brand, which Crocs had acquired several years prior. This company-specific news was complemented by a positive economic backdrop. Reports indicated that personal spending in the United States increased more than anticipated, marking the sharpest rise in five months. This resilience from consumers, despite economic uncertainty, provided a lift to consumer-focused stocks and the broader market.
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What Is The Market Telling Us
Crocs’s shares are quite volatile and have had 15 moves greater than 5% over the last year. In that context, today’s move indicates the market considers this news meaningful but not something that would fundamentally change its perception of the business.
The previous big move we wrote about was 16 days ago when the stock dropped 3.2% on the news that markets pulled back, reversing early gains, as investor sentiment remained cautious despite a softer-than-expected inflation reading.
Stocks rose in the morning session after an unexpected drop in the Producer Price Index (PPI) for August signaled easing inflation and raised expectations for a potential Federal Reserve interest rate cut. The U.S. Bureau of Labor Statistics reported that the PPI, which measures wholesale prices, edged down 0.1% the previous month, contrary to analyst expectations for a 0.3% rise. This data gives the Federal Reserve more flexibility to consider lowering interest rates to stimulate the economy.
Crocs is down 26.6% since the beginning of the year, and at $80.77 per share, it is trading 45.2% below its 52-week high of $147.40 from September 2024. Investors who bought $1,000 worth of Crocs’s shares 5 years ago would now be looking at an investment worth $1,924.
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