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NORTH EAST DOCS FAN SET TO STAR IN INTERNATIONAL CAMPAIGN
23-year-old Sam Lowerson from Durham has been selected to star in British footwear and clothing brand Dr. Martens Spring/Summer 2015 international advertising campaign.
To celebrate the opening of its standalone Newcastle store in September 2013, Dr. Martens launched its first ever search for an authentic Docs wearer from the North East to appear as a global brand ambassador for the upcoming season.
The hunt saw NE1’s Newcastle Fashion Week organiser Sandra Tang and her team hit the streets to scout for the city’s stylish characters, and social media fans entered by tweeting their photo and ‘what they stood for’ using the hashtag #STANDFORSOMETHINGNCL.
Sam was handpicked from over 100 individuals and was interviewed by the Dr. Martens international marketing team. He said: “I’m over the moon to have been chosen and given this opportunity by an iconic brand I have grown up with.
“First I was having my photo taken at the Monument in Newcastle by the street scouts, then I found out I’d been shortlisted – and before I knew it I was with the Dr. Martens team in all my local haunts on a shoot. It’s been an exciting time and all my friends think it’s really cool that they’ll see me in the campaign next year.”
Throughout Dr. Martens’ history, the brand has been adopted and subverted by countless rebellious characters, subcultures and tribes. Dr. Martens’ wearers bring the shoes and boots to life, and the #STANDFORSOMETHING campaign recognises their story.
Amy Nelson, Dr. Martens UK retail marketing manager, said “Sam epitomises #STANDFORSOMETHING in the North East with his unique style and young-at-heart nature. We felt that his lifelong hobbies like BMXing and attending gigs really resonated with our brand’s passion for self-expression and individuality.
“The campaign represents real DMs wearers of different ages, backgrounds, occupations and personalities with a common trait of standing up for something, and we think that our fans will be able to enjoy and relate to Sam’s character.”
