Collective financing, known as crowdfunding, in the modern business environment, which implies the use of advanced digital technologies, is the most ubiquitous form of financing various projects, events or development operations. Crowdfunding represents an alternative way of collecting financial resources conceived as a process in which the investor can participate and provide financial support to the chosen subject, the project initiator. Crowdfunding takes place through online crowdfunding platforms, usually for a limited period of time. Investors' stakes are completely transparent, and the current state of collected funds for a specific campaign is visible at all times. In addition to crowdfunding platforms, social networks are also an important factor in crowdfunding, through which there is the possibility of advertising existing campaigns and access to a wider group of individuals as potential investors. The purpose of the paper is to show and analyze the presence of crowdfunding in the Republic of Croatia and to define when it appears in the Republic of Croatia, what types of crowdfunding platforms there are, and finally to analyze a successful campaign of Croatian entrepreneurs. Crowdfunding is based on the actions of three project participants: the initiator, the crowdfunding platform and the investor. The aim of the paper is to show the dynamics of the success of crowdfunding through the analysis of its implementation and sustainability in the business world. The research segment of the work is an analysis of the MIRET campaign - the first Croatian brand of ecological sneakers that was launched in 2020. The MIRET campaign was a success on the Kickstarter platform, after which the company entered the market and began selling sneakers. The paper highlights the key determinants of crowdfunding of one campaign (MIRET) with an analysis of their success. The results of the analyzed MIRET business case highlight the advantages and disadvantages of the campaign in terms of crowdfunding, but also reflection on the coverage point that will indicate the achievement of a positive financial result.