Dr. Martens Airwair USA, LLC: Red campaign

Mariko Fujinaka

Dr. Martens footwear stormed onto the U.S.

Dr. Martens Airwair USA, LLC: Red campaign

Mariko Fujinaka

Overview

Dr. Martens footwear stormed onto the U.S. fashion scene in the 1980s and became a near craze in the early 1990s among image-conscious youths. Though profits were favorable, London Underground International, the largest U.S. distributor of the British-made shoes, worried that Dr. Martens would become a passing trend. To preempt the demise of Dr. Martens's popularity, in 1993 London Underground hired advertising agency Cole & Weber of Portland, Oregon, to launch its first consumer advertising campaign to introduce the brand to a mass audience. The print campaign, which targeted consumer...

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