DR. MARTENS AIRWAIR USA

SPONSORSHIPS & PARTNERSHIPS

(select examples)

Music Sponsorships

  • CMJ Music Marathon (NYC)

  • Depeche Mode (Los Angeles)

  • END Fest (Seattle)

  • New Orleans Jazz & Heritage Festival, House of Blues/Dr. Martens Stage

  • Lollapalooza, Dr. Martens Stage (National)

  • NXNW (Portland)

  • Q101 Memorial Day Concert Series (Minneapolis, Chicago, Milwaukee)

  • SXSW (Austin)

 

Music & Fashion Partnerships

  • La Luna/London Underground (top alternative music club and Dr. Martens retailer in Portland) 

  • DV8 and JMR (top alternative music club and fashion retailer in Salt Lake City) 

 

Fashion Shows & Other Arts Events

  • AIDS Benefit Fashion Shows (Portland, Dallas) 

  • Dallas Fashion Awards and auction 

  • Telluride Film Festival opening night party (Telluride, CO) 

  • Sundance Film Festival (Park City, UT) 

  • Temporary Insanity poster art exhibit (San Francisco) 

  • The Young Ones CBS/Fox US release promotion (National) 

  • Rent ticket event (Portland) 

EVENTS: SPONSORSHIPS & PARTNERSHIPS

DR. MARTENS AIRWAIR USA

 

BACKGROUND

Dr. Martens' iconic footwear has long been a staple in the wardrobes of "alternative" musicians and their fans. It is only natural that the company focuses marketing on the music scene. 

 

As PR & Promotions Coordinator, then Manager, I was in charge of all in-house PR communications as well as negotiating and implementing the logistics of sponsorships and partnerships.

 

CHALLENGE

To fortify our relationship with music with authenticity; to position Dr. Martens footwear as the brand of choice for “alternative” musicians and their fans.

 

SOLUTION

We sponsored dozens of national, regional, and local concerts and tours as well as fashion and other arts events; a select few are listed at left. Through these initiatives, I forged relationships with journalists, retailers, and music industry personnel that enabled me to create successful consumer promotions and music/fashion tie-ins such as backstage parties, meet-and-greets, ticket and product giveaways, and gift-with-purchase programs.


RESULTS

U.S. sales reached their peak during my tenure at Dr. Martens. Through my relationships, I was able to acquire autographed boots, guitars, etc., for consumer contests and for use at our U.S. headquarters and in our trade show booths. I built positive brand experiences and loyalty among consumers. And performers often requested Dr. Martens footwear and apparel for their tours and photo shoots.