A brave new role in culture
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 authenticity is everything. To do that, they needed to stick their neck out.
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, amplifying pre-existing pressures, displacing communities and reigniting 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 and stays true to its core values, the platform allows its diverse cast of collaborators creative freedom to realise their visions. This refreshingly bold approach has seen the brand tackle hard hitting subjects. Whether it’s the story of rehoming a radio station evicted from their studio (Melodic Distraction, Liverpool) or exposing cultural racism (Madanii, Berlin), the platform tackles causes that matter to its audience.
10 artists partnerships
Expanding support across EMEA
Glowing artist testimonials
4.5m+ reach with cultural media partners
75m+ earned PR, with 641 pieces of coverage
3m+ views across Dr. Martens and artist social channels
48% sales uplift during this period