Home > Encyclopedia of Major Marketing Campaigns > Dr. Martens Airwair USA, LLC

• RED Campaign
• Cool or Crude?
• Further Reading

10 NW Tenth Ave.
Portland
Oregon
97209
USA
tel: (503)222-6300
fax: (503)222-6880
website: http://www.drmartens.com

RED Campaign

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...