Dr Martens wanted to engage younger, more diverse audiences by highlighting the brand’s purpose, which is to empower individual self-expression, rebelliousness, and resilience.
The ‘Tough As You’ initiative was created to show Dr Martens ongoing commitment to supporting the next generation of grass-root creatives to shape the future of music.
Dr Martens collaborated with UK artists Mahalia and Kojey Radical to provide mentorship for emerging talent from underrepresented backgrounds with aspirations to break into the music industry.
Each of these collaborations were documented through narrative content that showcases the artist’s identity, their world and the creative community around them, ensuring that the content felt true to their culture.
