Think Dr. Martens are boring? Think you know how to make them better? Doc is listening.
They've created a contest, aptly named FREEDM, that gives anyone the freedom to express their footwear design ideas. Entries can be designs for short or high cut (8 or 14-hole) boots and can be as wildly creative as you want.
My suggestion? Go nuts! The shoes are already pretty conservative, and since they want to innovate, push the boundaries! They clearly want to reach new demographics, so sticking with what's worked in the past won't really help bring a new set of customers.
Check out what else they're doing to revive their brand:
Design a Doc
More Stats +/-
Smartphone-Based 3D Scanners
Cremated Vinyl Records
Gold-Branded Basketball Shoes
Luxurious Mountainside Ranches