The famous shoe brand, Dr Martens, is poised to appoint Mustoe
Merriman Herring Levy to create a global branding campaign.
The move comes as Dr Martens, owned by the R Griggs Group, expands its
portfolio of brands. It recently announced plans to launch a
trainers-to-clothing brand called Wear:Aer in a bid to take on global
shoe giants including Nike and Adidas.
The new brand will be kept distinct from Dr Martens. It will be run as a
separate division and the lines will not be sold in the company’s
The range will be aimed at the fashion-conscious youth market and will
go on sale by the end of the year in the US, Italy, France and Japan as
well as the UK. The first product launch will be in the shoes sector
aimed at the sport, leisure and skate market.
Earlier this year, Dr Martens appointed TBWA to create a campaign to
coincide with its 14th anniversary. The campaign ran across its core
markets including Britain, France, Italy, Germany and the US - its
It is unclear how this latest move affects TBWA.
Media, which is handled by Manning Gottlieb Media, is not thought to be
No-one at Mustoe Merriman, Dr Martens or TBWA was available for comment
as Campaign went to press.