Dr Martens has unveiled a new global brand platform which celebrates the “people and passions” that have shaped the brand.
Titled ‘Bouncing Soles’, the marketing drive contains a new collaboration series, cultural experiences and a campaign film.
As part of the platform, the brand gave its visual identity a refresh, having evolved its logo and introduced a new typeface, colour palette and rebuilt its website.
At the centre of its new brand platform is the question- ‘What Makes Your Sole Bounce?’. According to Dr Martens, the name for its new campaign has been “hiding in plain sight” for the past 65 years. as the phrase “With Bouncing Soles” has appeared on the heel loop of every 1460 boot since 1960.
The retailer’s campaign spot stars actress and director Chloë Sevigny, musician and actor Jordan Stephens and actress Naomi Watanabe, among others. The brand highlighted that the stars of its campaign, “were genuine wearers” of the brand.
Jordan Stephens said: “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 always been a symbol of individuality and self-expression, and I’m proud to support a platform that celebrates the people and spaces keeping culture alive.”
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The marketing drive places the spotlight on its 1460 boot, 1461 shoe, the 1460 boot, 1461 shoe, h6Adrian loafer, 2976 Chelsea boot and 8065 Mary Jane. The styles are available in Crazy Horse leather and a new cherry red finish.
Neil Cummings, global brand creative director said: “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.”
To support the hero spot, Dr Martens has also launched an events programme around the world. Events included an honesty library pop-up at Lala Books, co-curated with Jordan Stephens, a poetry night at Adult Entertainment, a fanzine workshop by So Young magazine and a pop-up comedy club hosted by SNL anchor Paddy Young.
It’s collaboration series ‘Statement in Craft’ brings together British based fashion brands including MHL., Sage Nation, Chopova Lowena and LABRUM.
It will launch on 24 September, with the new collection being available from Dr Martens stores, website and select stockists.
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