Dr. Martens goes ‘sole’ searching in new global brand platform

Dr. Martens is turning the words stamped on its iconic heel loops for more than six decades into a new global brand platform, "With bouncing soles", fronted by a cast of creative voices and community changemakers.

The platform launches with the brand's AW26 campaign, which asks "What makes your sole bounce?" and explores the individuality, creativity and self-expression that have shaped Dr. Martens across generations.

The campaign features actor and style icon Chloë Sevigny, musician, writer and mental health advocate Jordan Stephens, and comedian and entrepreneur Naomi Watanabe, alongside Dr. Martens community advocates from around the world.

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Each offers their own interpretation of what makes their "sole" bounce, with the campaign using their personal stories to connect the brand's heritage with a new generation of wearers.

While the campaign centres on its cast, the product remains at the heart of the platform. AW26 spotlights five of Dr. Martens' core silhouettes: the 1460 boot, 1461 shoe, Adrian loafer, 2976 Chelsea boot and 8065 Mary Jane.

The footwear is reworked in Crazy Horse leather, including a new Cherry Red finish, while the 1460, 1461 and 8065 Mary Jane also come in new DM's Green editions.

The leather's ability to develop character over time is positioned as another expression of the platform's focus on individuality, with each pair changing as its wearer leaves their mark.

The platform will extend beyond seasonal campaigns, with Dr. Martens planning to bring "With bouncing soles" to life through creative collaborations, cultural programming, retail experiences and community initiatives.

In New York, this includes a bespoke leather studded keychain workshop with Maximum Henry at the brand's SoHo store on 6 October, followed by a celebration co-curated by local campaign talent Sophia Wilson on 8 October. The latter will centre on the joy of girlhood and small moments, with guests invited to connect and customise pieces through hands-on craft activities.

"With Bouncing Soles has been stitched into some of our most iconic boots and shoes since production started in 1960. Today it becomes the creative thread that connects the people who have shaped Dr. Martens with a new generation discovering the brand for themselves," said Neil Cummings, global brand creative director at Dr. Martens.

"What Makes Your Sole Bounce?" also plays on the dual meaning of sole and soul, with the campaign positioning the question as an invitation for people to reflect on the ideas, experiences and creative influences that shape their identity.

"With Bouncing Soles" launches on 24 September alongside the AW26 Crazy Horse Icons collection, available through Dr. Martens stores, its eCommerce site and selected stockists.

The new platform follows a year in which Dr. Martens continued to spotlight the people and creative communities behind its footwear. In 2025, the brand marked the 65th anniversary of its 1461 shoe by highlighting modern craftspeople whose work reflects the spirit of the silhouette, including stylist and creative figures featured through its editorial platform.

That focus on the people who reinterpret and give meaning to its classic styles now feeds into "With bouncing soles", which expands the idea from a product anniversary into a broader global platform centred on the individuals, creativity and communities that have shaped Dr. Martens.

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