Dr. Martens Reveals New Global Brand Platform, “With Bouncing Soles”
3-Line Summary
On September 24, 2026, Dr. Martens unveiled its new global brand platform, “With Bouncing Soles,” expanding on the phrase that has been stamped on its heel loops for 65 years.
From the new logo, typeface, and color palette to its online store and retail spaces, the brand is revamping its overall brand experience while once again placing individuality, creativity, and self-expression at the center.
Rather than being a rebranding designed to create an entirely new image, the change is more about using the brand’s existing heritage, including its signature yellow welt stitching and heel loop, as the starting point for a new chapter while carrying its long-standing brand language forward.
Dr. Martens is bringing its 65-year history back into focus.
On September 24, 2026, the brand unveiled its new global brand platform, “With Bouncing Soles,” marking the beginning of a new chapter across the brand.
The name “With Bouncing Soles” is not a newly created phrase, but is taken from the three words that have been stamped on Dr. Martens’ heel loops since 1960.
The brand has expanded a phrase that has long existed as part of its products into a unified language that now runs throughout the entire brand.
Along with this change, Dr. Martens has also refreshed its visual identity.
The brand has evolved its logo and introduced a new typeface and color palette, while also rebuilding its global online store to showcase not only its products, but also the brand’s history, craftsmanship, and culture.
At the heart of the new platform is the question, “What Makes Your Sole Bounce?”
By highlighting the individuality, creativity, and self-expression of the people who wear Dr. Martens, the brand is once again putting the people and culture that have shaped it at the center.
The AW26 campaign features actress and director Chloë Sevigny, musician and actor Jordan Stephens, and actress and comedian Naomi Watanabe, among others.
The changes extend beyond the online space.
Dr. Martens is also pursuing a new retail strategy that transforms its existing stores from places to simply purchase products into spaces where customers can experience the brand.
Following the first Beacon Store on Brewer Street in London and the Brand Centre in Dosan Park, Seoul, the brand plans to unveil newly renovated Brand Centres in Paris, Munich, New York, and Los Angeles this fall.
The stores will also be divided into four formats: Beacon Store, Brand Centre, Brand Store, and Outlet.
Each format will serve a different purpose, ranging from spaces focused on experiencing the brand’s culture and heritage to stores offering a deeper look at the full collection and more everyday shopping environments.
Dr. Martens explains that “With Bouncing Soles” is not simply a slogan or a campaign for a single season.
Instead, the phrase that has sat on the small heel loop of the 1460 boot for 65 years has been elevated into a new central brand language connecting its products, stores, collaborations, culture, and community.
