Last Friday, we brought our ASOS x Dr. Martens partnership to life with a playful London activation designed to put Dr. Martens sandals front and centre for summer. The experience welcomed over 400 guests, including influencers and ASOS.WORLD customers, for a day that blended product, culture and a bit of sunshine energy.
From the moment guests arrived, they were dropped straight into the world of Dr. Martens sandals, with ASOS product woven throughout the space. Guests picked up free ice cream from Big Kid Ice Cream, and soaked up the atmosphere soundtracked by DJs from SISU Crew. Competitions to win Dr. Martens sandals and exclusive merch ran throughout the event, with six pairs of sandals won during the consumer event. Influencers also took part in a customisation workshop led by a London‑based artist, adding a hands‑on, creative layer to the experience.
This collaboration was all about landing a clear message for our female ASOS customer and London style‑seekers: Docs does sandals.
Content‑wise, the activation delivered 56 pieces of influencer content generating 424k impressions and 9.19k engagements, with the majority of reach landing squarely in our target audience: women aged 18–34.
This activation was a standout moment for our partnership with Dr. Martens and a fresh way to show up for our customers this summer. It builds on our long‑standing partnership with Dr. Martens, with whom we’ve delivered a number of moments together, from launching the Buzz boot to spotlighting icons like the 1460s, Sub Boot and Sinclair. Scoops & Sandals felt like a natural next step. Huge thanks to everyone who helped bring this event to life!