Dr. Martens is a brand with culture in its DNA. But in an ever evolving world, it needed to prove its relevance to a diverse youth audience for whom culture and experience is everything. To do that, they needed to do something game changing.
Dr. Martens Presents defines an innovative new role for the brand in culture. This purpose-led platform takes a multi-channel approach to support the next generation of talent who embody the brand’s values, engaging youth audiences with diverse cultural experiences.
Covid-19 has had a cataclysmic impact on grassroots culture. It has amplified pre-existing pressures for emerging creators, displaced their communities and reignited their cultural activism. While Government support was delayed, and many brands went quiet, Dr. Martens were ready to step up.
Ensuring the brand plays an authentic role, the platform gives its collaborators complete creative freedom to realise their visions and promote their cause. Activations have ranged from poetry exhibitions (Arlo Parks, London) and digital record launches (Gemma Dunleavy, Dublin) to hard hitting video series (Madanii, Berlin) and zines (Hotel Radio Paris, Paris).
This refreshingly meaningful approach has seen the brand and its cultural partners reap the rewards, setting the tone for all cultural activities moving forward.
10 artists partnerships
Expanding support across EMEA
Glowing artist testimonials
4.5m+ reach with cultural media partners
75m+ earned PR, 641 pieces of coverage
3m+ views across Dr. Martens and artist social channels
48% sales uplift during this period