Dr. Martens launches major brand reset campaign

Dr. Martens is launching a major brand reset centered on a new cross-platform campaign titled “With Bouncing Soles.” The initiative, led by Chief Brand Officer Carla Murphy, aims to celebrate individuality and craft through a diverse group of cultural ambassadors.

The campaign features actress Chloë Sevigny, musician Jordan Stephens, and comedian Naomi Watanabe. It plays on the brand’s historic heel loop slogan, “With Bouncing Soles,” which has appeared on its boots since 1960. The campaign uses various formats, including video content and out-of-home advertising, to explore the question, “What makes your sole bounce?”

This rebranding effort follows an operational restructure in 2024 and is part of a broader vision to reconnect with the brand's foundations. Recent activities include a strong presence at London Fashion Week through collaborations with labels such as Chopova Lowena, Labrum, and Goyagoma.