Dr Martens has launched a new global brand platform, called With Bouncing Soles, alongside a redesigned eCommerce experience now live across the US and major European markets, with further markets to follow.
Unveiled on 24 September, the platform forms part of the consumer-first strategy the brand set out in its FY26 results, and is accompanied by an autumn/winter 2026 campaign fronted by Chloë Sevigny, Jordan Stephens and Naomi Watanabe. Dr Martens points to the reception of its Brewer Street “Beacon” flagship in London as encouragement for the approach, with four further experiential “Brand Centre” stores due to open this autumn in Paris, Munich, New York and Los Angeles.
The relaunch follows a period of softening customer satisfaction, which the brand has been addressing partly through a technology partnership with Salesforce. Industry commentary has questioned whether a celebrity-fronted campaign can build lasting demand for a product known for its durability, rather than repeat purchase.
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