Individuality, a spirit of rebelliousness, these are things society has come to admire. ‘Mainstream’ is an insult and standing out is officially in. The playground is a key exception. Here, conformity is king, and woe betide the kid with the big heavy boots in a sea of Nike trainers. Bastion of individuality, Dr. Martens is perfectly positioned to champion ‘the weird kid’. With a radio campaign celebrating school-age outsiders, and a dedicated station providing those struggling with a much-needed lifeline, Dr. Martens can simultaneously recruit a new generation of go-against-the-grainers and resonate with their current audience of rebellious spirits.