About Dr. Martens
Designed by German inventor Dr. Klaus Maertens, Dr. Martens was a boot made for workers. Initially worn by postmen and policemen, the comfortable, durable and lightweight footwear defeated all competitors of the time.
As a part of the global launch of DM Lites, AWB was asked to create a Swedish launch highlighting the new styles urban influences.
What we did
We partnered up with emerging rap artist Finess to co-launch his single and the new DM Lite styles.
This included a co-created a music video and press photos for the launch of Finess debute EP. As another part of the launch, we also hosted a party at the Swedish Brewing bar in Stockholm to celebrate both the EP and the launch of the new footwear styles.