Murphy joins the iconic British footwear brand from Adidas, where she served as Senior Vice President and Global General Manager for Adidas Outdoor, overseeing the Terrex and Five Ten product lines.
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GLOFootwear specialist Dr. Martens has announced the appointment of Carla Murphy as its new Chief Brand Officer, effective July 1, 2025. Murphy joins the iconic British footwear brand from Adidas, where she served as Senior Vice President and Global General Manager for Adidas Outdoor, overseeing the Terrex and Five Ten product lines.
In her new role, Murphy will lead Dr. Martens’ global brand organization, overseeing product development, brand strategy, marketing, and sustainability. She will report directly to CEO Ije Nwokorie and join the company’s global leadership team.
Murphy brings more than 20 years of experience in brand building and product leadership across both lifestyle and performance sectors. Prior to Adidas, she held executive roles at Icebreaker, a VF Corporation brand, as Global Chief Brand and Product Officer, and served in senior leadership positions at Amer Sports brands such as Salomon and Arc’teryx.
“Dr. Martens is an incredibly iconic brand, steeped in decades of creativity, individualism, and self-expression,” Murphy said. “It has cultivated a passionate community and a devoted loyal consumer base, which I have long admired. Joining the team and the brand at this moment is incredibly exciting; the ambition and energy are high, and there is a tremendous opportunity in this next chapter to break new ground and connect with an even wider audience in a truly meaningful and culturally relevant way.”
CEO Ije Nwokorie, who previously served as Chief Brand Officer before his promotion, welcomed Murphy’s arrival. “Our brand is our most important asset, and I’m thrilled that Carla is joining to lead the brand organization. Carla is an exceptional leader with a proven track record for using bold storytelling and fearless creativity to drive growth for world-renowned brands, and she will do amazing work with our immensely talented brand and creative teams.”
Murphy’s appointment comes at a pivotal time for Dr. Martens, as the company works to strengthen its brand and performance in the face of financial headwinds. The company recently reported a first-half pretax loss of £28.7 million, driven by weak demand in the U.S., its largest market, compared to a profit of £25.8 million in the same period the year before. Revenue fell by 18% to £325 million.
To offset declining profits and shifts in consumer spending on premium products, Dr. Martens has initiated cost-saving measures, including job reductions, which are expected to save £25 million by the fiscal year ending March 2026.
Murphy is expected to play a key role in revitalizing the brand, re-engaging core customers, and expanding appeal in growth markets. Her extensive background in both performance and lifestyle branding positions her to help steer Dr. Martens through its next phase of transformation and innovation in a highly competitive global retail landscape.
Source: Dr. Martens
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