Instant cultural impact
Dr. Martens is a brand with culture in its DNA. But in an ever-evolving world, it needed to prove its relevance to a younger, more diverse audience for whom authenticity is everything.
Dr. Martens Presents defines a new, innovative 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.
By working with next gen talent and helping them overcome the challenges they face, the platform provides support when and where it’s needed most. Giving them creative freedom, each project looks to help creators and their networks realise their visions, promote their causes and reach new audiences. The resulting projects have ranged from poetry exhibitions (Arlo Parks, London) and digital record launches (Gemma Dunleavy, Dublin) to hard-hitting videos (Madanii, Berlin) and zines (Hotel Radio Paris,).
This current, meaningful approach has inspired audiences and media, with instant impact for the business, brand and talent partners which exceeded all expectations.
10 artists partnerships
Expanding support across EMEA
75m+ earned PR, with 641 pieces of coverage
4.5m+ reach with media partners
3m+ views across Dr. Martens and artist social channels
48% sales uplift during this period