Crocs debuts new color-changing shoe

NIWOT – Crocs Inc. (Nasdaq: CROX) will roll out a new shoe on Friday, May 13, that changes color when it is exposed to sunlight.

The Crocs Chameleons will change color from a translucent base color to a brilliant bright color when exposed to sunlight, then back again when the shoes are worn indoors, the Niwot-based shoe, apparel and accessories company said in a statement. The photochromic technology works the shoes’ patented Croslite material, the company said. The shoes will retail for $39.99.

“From our recent sneakers introduction to our new translucent collection, the first to incorporate TPU with our proprietary Croslite technology for sleeker designs, we continue to advance the ways in which we utilize our proprietary material,” Dale Bathum, vice president of product for Crocs, said in a statement.

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Crocs sells more than 250 styles of shoes in 90 countries. At the end of April, the company reported record first-quarter retail sales. The second quarter also is projected to be strong. The company has projected revenue of $280 million, which would be a 23 percent increase over the second quarter of 2010.