• by Sarah Mahoney  @mahoney_sarah, Yesterday

Dr. Martens is trying to grow beyond boots. As it works to reboot sales through direct-to-consumer expansion and product diversification, the company has hired Carla Murphy as global brand officer.

Murphy joins from Adidas, where she was global senior vice president and general manager for Adidas Outdoor. She replaces Ije Nwokorie, who was promoted to CEO in January, and will oversee product, marketing, strategy, and sustainability. Murphy has also held senior roles at VF Corp., including global chief brand and product officer at Icebreaker, and at Amer Sports, home to brands like Arc’teryx and Salomon.

In recently released annual results, the company said it stabilized sales and saw signs of recovery in the U.S., its largest market, moving into the second half of the year. It also unveiled a new growth roadmap, “resetting our marketing approach to focus relentlessly on our products,” said Nwokorie in the earnings statement. “We will give more people more reasons to buy more of our products, whether that’s our iconic boots and shoes, newer product families such as Zebzag and Buzz, or adjacent categories such as sandals, bags and leather goods.”

Launched in 1960, Dr. Martens boots—with their signature yellow stitching—have long straddled fashion and function, trading on their working-class vibe. They have been beloved by everyone from mail carriers and cops to skinheads and grunge fashionistas. Musicians – ranging from the Sex Pistols to Rihanna – have long been a core audience.

While the company flagged economic headwinds, including U.S. consumer caution and new tariffs, it emphasized that while avoiding promotional pricing is part of its growth ambition, it doesn’t expect to raise prices in the U.S., at least in the short term.

Revenue fell 10% to £787.6 million (about $1.07 billion), and pretax profit dropped 64%. Still, the company says it met cost-saving targets and reduced debt.