Mustoes stands by as Dr Martens plots global brands drive

The famous shoe brand, Dr Martens, is poised to appoint Mustoe Merriman Herring Levy to create a global branding campaign.

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

standalone stores.



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

biggest market.



It is unclear how this latest move affects TBWA.



Media, which is handled by Manning Gottlieb Media, is not thought to be

affected.



No-one at Mustoe Merriman, Dr Martens or TBWA was available for comment

as Campaign went to press.



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