Crocs Inc.–the makers of the ugly, yet allegedly very comfortable rubber shoes that are most famously worn by Mario Batali–is trying to hip up its brand. What better way to do that than by sponsoring some music festivals? The company is throwing money at the likes of All Points West promoter AEG and the people behind Bumbershoot; it’s also signed a deal with superpromoter Live Nation that will allow the company to have some sort of “on-site presence” at 25 amphitheaters throughout the country. If ever there was a reason to buy a pair of steel-toed Doc Martens for concertgoing, this is it. [IEG Sponsorship Report via The Daily Swarm]