WHAT MAKES YOUR SOLE BOUNCE? DR. MARTENS' AW26 CAMPAIGN HANDS OVER THE QUESTION

words by DEBORAH DRENOFCI

Dr. Martens introduces With Bouncing Soles. Less a campaign than an open door, the brand platform sits at the crossroads of craft, culture and community. It will extend beyond product into collaborations, cultural programming, retail spaces and community projects worldwide, with workshops and events that invite people to take part. The AW26 campaign is its first chapter, featuring artists and community builders who shaped not only the brand but also the culture that surrounds it.

images courtesy of DR.MARTENS

The phrase itself is not new. Since the first pair left the factory in 1960, "With Bouncing Soles" has been stitched into every heel loop. Now it is positioned as more than a slogan: a nod to individuality, to the nerve it takes to break rules, and to imagination that feeds off oneself and others.

Neil Cummings, Global Brand Creative Director, frames it as a bridge between generations: "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."

The campaign starts with a simple prompt, What Makes Your Sole Bounce?, and hands it to three figures from film, music and comedy. For actor Chloë Sevigny, Dr. Martens embody the idea that things grow more personal the longer you live in them. "I love that the campaign starts with such a simple question: What Makes Your Sole Bounce? For me, it's staying curious - taking on new roles, finding inspiration in unexpected places, and always being open to what's next."

Musician, writer and mental health advocate Jordan Stephens finds his answer in language: "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."

Comedian and entrepreneur Naomi Watanabe sees the campaign's focus on joy and self-expression as close to home. Both have been central to her comedy.

The 1460 boot, the 1461 shoe, the Adrian loafer, the 2976 Chelsea boot and the 8065 Mary Jane appear throughout. Worn in, lived in, and still bouncing.