From Adweek · Brittaney Kiefer · · 1m 30s
Dr. Martens Rewrites Its Story for a New Era
The iconic boot brand launches a heritage-rooted platform to reconnect with younger audiences and cement its comeback.
In brief
The iconic boot brand launches a heritage-rooted platform to reconnect with younger audiences and cement its comeback. Dr. Martens is shifting from telling stories about itself to inviting customers to co-create its narrative, anchoring the effort in a 65-year-old phrase already on its products. Originally reported by…
Dr. Martens launches heritage platform
The British boot brand debuts 'With Bouncing Soles,' a global campaign anchored in a phrase from its heel loops since 1960, celebrating creativity and self-expression across diverse communities.
“With Bouncing Soles takes the phrase found on the heel loops of Dr. Martens boots and turns it into a celebration of creativity and self-expression.”
Campaign stars Sevigny, Stephens, Watanabe
The autumn-winter campaign features actress Chloë Sevigny, musician Jordan Stephens, and comedian Naomi Watanabe answering 'What makes your soul bounce?' across five new silhouettes in cherry red.
“What makes your soul bounce?”
Turnaround gains momentum with profits up
After supply chain struggles, Dr. Martens' profit before tax jumped 61% to 73 million dollars for the 2026 financial year, with CEO Ije Nwokorie spotting 'green shoots' especially in the U.S.
“beginning to see green shoots, especially in the U.S.”
Brand officer reframes the story
Chief brand officer Carla Murphy says Dr. Martens doesn't need recognition but needs to tell its story of creativity, community, and expression. The redesigned website and visual identity strip away layers for clarity.
“The story for the modern world is about creativity, community, ingenuity, and expression.”
Reorganization connects product and marketing
Dr. Martens restructured to unite marketing, design, product development, and retail under one leader, ensuring brand strategy shapes products rather than stories following them.
“We're not creating the product and telling the story afterwards.”
From broadcaster to co-creator with fans
Murphy wants marketing to operate like a newsroom, responding to cultural moments in real time. The brand is shifting from telling stories to inviting audiences to co-create its narrative.
“Stories have to be led by audiences. Brands have to create spaces that allow invitation and co-creation.”
What to remember
Dr. Martens is shifting from telling stories about itself to inviting customers to co-create its narrative, anchoring the effort in a 65-year-old phrase already on its products.
