Crocs has always been viewed as one of the more unique success stories for any shoe brans and now George Boedecker Jr., who co-founded the company back in 2002, is telling the story behind it in his recently released debut book, “Croc: How I Invented the World’s Most Popular Shoe, Became a Massive Success, and Nearly Destroyed Myself — in 15 Easy Lessons.” The book, published by HarperCollins Leadership and set to be released on September 15, details lessons learned in bringing the footwear brand to the marketplace.

“I’ve been a writer all my life and I’ve been writing thousands of pages along the way since I was a child,” Boedecker explained in the press release. “I wanted to give people a chance to get to know how I’ve gotten to this point in my life, and I’m as surprised as anyone I’m here.”

HarperCollins said in a media release that the book “details the true, larger-than-life story of George ‘Boe’ Boedecker, his fire to succeed, his ‘don’t just break the rules but make up new ones’ attitude, his business partners, his light-bulb moment, the ridiculous origin story (of both shoe and man), and then the explosion (in more ways than one) of Crocs.

“This is a modern-day Big Fish tale of lovers and haters, rivals and thieves, hard partying, the almost strongest man in the world and the Mexican police, the fender bender with Fleetwood Mac and the enterprising way into the hearts of the San Francisco 49ers, the little boy lost turned Superman, the millions made and just as quickly given away, and how it all nearly destroyed him,” the book’s preview explains.

“Everyone considered Crocs a fad when they went public two decades ago – and they’re bigger now than ever, on millions and millions of feet, in every corner of the world. More hated, more loved, never out of fashion; ugly as it gets—but sometimes ugly really is beautiful.”

Among the lessons highlighted in the book:

  • Do Not Listen to Anyone
  • When to Not Follow the Rules
  • Remember the Forgotten
  • You Never Know When Opportunity Will Present Itself
  • If You Threaten to Kill Your Brother-in-Law, Do Not Provide Time and Place
  • Ugly is Beautiful

Boedecker co-founded Crocs with friends Scott Seamans and Lyndon “Duke” Hanson and served as CEO for two-and-a-half years.