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Dr Martens unveils social-first campaign to champion emerging creative talent


By Amy Houston, Senior Reporter

January 7, 2022 | 3 min read

For over 70 years Dr Martens have been at the feet of various subcultures and held strong ties with the music industry. To further its initiative of supporting creative talent, the shoe brand has unveiled a new social-first push to support up-and-coming musicians.


Dr. Martens 'Team Up On The Track' Instagram campaign

#TeamUpOnTheTrack is an Instagram Reels campaign, created in partnership with We Are Social, that invites Dr Martens followers to use their skills to create music visuals for new artist Cariss Auburn Taylor.

The entries will be judged by Taylor, plus international artist and founder of the social music enterprise The RecordShop WondrWomn, with the winner will receiving a prize of £5000.


“Our audience are the experimenters, the innovators of the world. That’s why we knew that an open call to #TeamUpOnTheTrack would be the perfect way to champion this burgeoning talent,” said Sarah Whelan, head of global social media and communities at Dr Martens.

“A truly collaborative project, we can’t wait to see the campaign light-up on social as our community gets creative.”

Funding creative opportunities have long been a priority for Dr Martens and this campaign is part of the ‘Tough as You’ initiative that supports emerging and under-represented talent.

“With co-creation at the heart of Dr Martens’ Tough As You platform, we wanted to produce a campaign that used social innovation to activate the brand’s community,” noted Kenneth Moore, creative director at We Are Social.

“Reels has been the perfect way to do this, using creativity to elevate Dr Martens’ mission of supporting grassroots musicians.”

Dr Martens: #TeamUpOnTheTrack by we are social

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