DOC MARTENS
Tread Loudly
Everyone knows Doc Martens is a bold, loud way to walk through the world. Asian Americans have been tied to the stereotype of being shy, timid, or even meek. We want to break down these stereotypes by aligning with Docs's core, bold energy. Let’s tread loudly.
FILL
Throughout the entire month of May we’ll ride from Los Angeles to to New York City to remind the community to #treadloudly and to #stopaapihate across America.
We’re partnering with a couple of companies to help us guide the way.
Honda released their Shadows exclusively in the US in response to their motorcycles being too powerful. We’re also teaming up with them for their rerelease of Honda’s Shadow Fury.
You can’t get much more American than a muscle car and you’ll be able to hear our Doc Martens Camaro for miles.
Everyone who participates has the option to get their rides to stand out along the way – louder exhausts, wraps, and decals.. We’ll even throw a set of tires on them, repurposed from our iconic soles.
We’ll drop these rides in AAPI pockets in and around L.A. to spread the word. Rev one of our rides to sound activate a minisite on your device to RSVP, invite allies, and spread the word.
Doc Martens x Soulbound (NFT)
Each rider who participates will also get a pair of our ReSouled limited edition line with a “non-transferable” NFT. Record your goals, achievements, endeavors on a blockchain. You’ll also gain access to exclusive shows, events, and other limited drops by owning a pair.
The first event you’ll gain access to will be at Rolling Loud in New York City at
the end of the route featuring AAPI artists.
#giveemtheboot
Discrimination happens often and in different forms. Reporting abuse with No Room for Racism can help us speak up and #giveemtheboot to report any and all forms of racism while shedding light to offensive behavior, on various social platforms.
Verbal abuse is one of the most common forms of abuse against Asian-Americans. We’ve made these earbuds that recognize verbal aggression directed at you, pause your audio, prompt an emergency response, and the case doubles as a taser.
AD: Mars Santos
CW: Nia Shima-Franklin