Dr. Martens, the iconic English shoe, is out with a new brand platform. Since the first 1460 boot rolled off the production line in 1960, the words With Bouncing Soles have appeared on every Dr. Martens heel loop, and many of us can confess to owning at least one pair. The brand’s platform spotlights globally recognised creative voices and community changemakers, with one shared story and one simple question: “What makes your sole bounce?”
Neil Cummings, Global Brand Creative Director, shares his story: “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. It’s an invitation for people to celebrate creativity, individuality and the confidence to express who they are. What makes a bouncing sole? In some ways, taking the time to ask is just as important as the answer.”
The creative voices of DM were selected because they embody the spirit of With Bouncing Soles. Each offers their answer to the question: “What makes your sole bounce?” Together, they reflect on the(ir) individuality and self-expression that have always defined Dr. Martens.
Style icon and actor Chloë Sevigny reflects on the meaning behind the DMs in her closet: “I’ve always been drawn to pieces that become more personal the longer you live in them, and Dr. Martens has always represented that for me. I love that the campaign starts with such a simple question: What makes your sole bounce? For me, it’s staying curious – taking on new roles, finding inspiration in unexpected places, and always being open to what’s next.”
And she’s not the only one. Musician, writer and health advocate Jordan Stephens finds his answer in language: “I’ve worn Dr. Martens at different moments throughout my life, so being part of this campaign feels genuinely authentic. What makes my sole bounce? Words. They continue to open up new ways of seeing, feeling and understanding the world. I love that the campaign plays with the idea of sole and soul, because creativity often lives in those layers of meaning. Dr. Martens has long been a symbol of individuality and self-expression, and I’m proud to support a campaign that celebrates the people and spaces keeping culture alive.”
For comedian, entrepreneur and cultural force Naomi Watanabe, the answer is joy. “It feels really special to be part of a campaign that celebrates joy and self-expression, because both have always been such a big part of my comedy. I also loved being able to bring my own style of comedy into the world of Dr. Martens and express it here in New York.”
The new global brand platform features five of the brand’s most iconic silhouettes: the 1460 boot, 1461 shoe, Adrian loafer, 2976 Chelsea boot and 8065 Mary Jane. Each is built on the original Dr. Martens air-cushioned bouncing sole and reimagined in Crazy Horse leather, including a new Cherry Red finish launching for AW26. And it doesn’t stop there: the 1460 boot, 1461 shoe and 8065 Mary Jane will also be available in new DM’s Green editions.
Crazy Horse leather is made to be lived in. Scuffed, creased and softened by every step, aging into something personal, a record of where its wearer has been. It’s the central idea of the new platform: no two stories, and no two pairs, are ever alike. And through every mark and crease, the craftsmanship and durability of Dr. Martens endure.
The campaign launched the 24th of September together with the Crazy Horse Icons collection available to buy in Dr. Martens stores, at drmartens.com & selected Dr. Martens stockists.
