Amplify creates culture platform experiences for Dr. Martens


Amplify will deliver a series of experiences and activations for Dr. Martens to inspire a new generation that empowers rebellious self-expression.

Amplify has matched Dr. Martens with multiple pioneering and emerging artists, creators and collectives, each collaboration will be captured on film to build a content series that will focus on collaborator narratives by delving into their creative process, community and culture. In addition, the series will be supported by a partnership with The Face, as brokered by the Goodstuff media agency, with further amplification from Kingdom Collective PR.

The first activation takes place today (30th October) with a performance from Shygirl, a London artist who, fed up with how she was presented by others, created her own record label and collective with three other gender-defying European artists. The experience takes place in ‘The Boot Room’: an intimate gig space in the Camden branch of Dr. Martens for 60 attendees to enjoy up-close experiences with artists.

The culture platform then continues over six months with further activations and collaborators to be announced.

Michael Boaler, UK & Ireland Marketing Manager at Dr. Martens, said: “For six decades, Dr. Martens has created distinctive footwear that has empowered self-expression for
rebellious individuals spanning all walks of life. As we approach our 60th anniversary what better way to celebrate the brand’s unique place in pop culture than building cultural content with grassroots artists that share and live our values. Throughout our working relationship, Amplify have consistently demonstrated their ability to take a brief, apply relevant consumer insight and turn it into action that ultimately builds stronger relationships with new and existing fans of Dr. Martens as we look forward to the next 60 years.”

Sophy Vanner-Critoph, Strategy Director at Amplify, added: “Dr. Martens has been at the heart of subculture for six decades; a symbol of working-class pride and rebellious attitude worn by iconic artists. Leveraging this heritage is allowing the brand to authentically fuel a new generation of creativity from bold, pioneering artists, creators and collectives. But this isn’t about brand sponsorship; it’s about using the Dr. Martens lens to enable more brilliance from today’s creatives to build a culture platform that has long-term impact.”