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The company that helped pioneer the ripped-fishnets-and-combat-boots look has changed its image. Dr. Martens is set to launch a new print campaign that aims for a “fresh, fashion forward” look.
“We are not walking away from our heritage,” said Dani Zizak, vp of marketing for Dr. Martens AirWair USA, the Portland, Ore.-based U.S. arm of the London company. “We want to take the brand forward, and we want to get across the message that we have a vast array of products,” he noted.
The ads, dubbed “Model’s Own,” are set to break next month and continue through the end of the year, leading to a major imaging campaign in 2001.
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