The Greatest Sock Never Sold

Agency Network: 
November 2018


Advertising agency Humanaut is debuting “The Greatest Sock Never Sold,” its first marketing campaign for NYC-based direct-to-consumer brand Bombas.

The one-minute hero spot focuses on the company’s most popular sock: The Bombas Donation Sock. The company has just shipped the 10 millionth pair, and yet no one has ever purchased one. That’s because for every pair of Bombas socks purchased, the company donates a pair of their specially designed donation socks to those in need. The brand was started after the founders learned that socks are the #1 most requested clothing items in homeless shelters, a story that is also highlighted in the video.

Company founders Randy Goldberg and David Heath appear in the video to explain that the Bombas donation sock has been specifically designed to meet the needs of the homeless community with reinforced seams, an antimicrobial treatment and a darker color to show less visible wear. They thank their customers for helping them meet this milestone.

The campaign treats the donation sock like it’s the latest, unattainable designer shoe drop: It’s behind glass in a store display as a couple adores it. It can’t be purchased on a website a shopper peruses. It peers down from a billboard that states, “You can’t buy this sock.” Humanaut also cut two 30- and 15-second iterations of the ad.

“Brands are always trying to hype their products in order to get people to buy them,” says David Littlejohn, Humanaut Chief Creative Director. “But the goal here was to hype a product in order to make people want to give it to someone in need. It was a very rewarding opportunity.”

Bombas has created past videos to celebrate its 1 million and 5 million donation milestones. But for the 10 million pairs, it wanted to flip the story and focus on the donated socks, which don’t usually get as much attention.

“Having just reached our 10 millionth pair donated, we’ve spent a lot of time thinking not only about how to donate socks to those in need, but also what socks are best to donate,” said Bombas Co-Founder & Chief Brand Officer, Randy Goldberg. “This campaign shares that story with our supporters to give them a behind the scenes look of the care and attention that their purchases and support help facilitate.”

The campaign will run from now through the holiday season. Shoppers can give a pair when they buy a pair at

Film advertisement created by Humanaut, United States for Bombas, within the category: Fashion.

Advertising Agency: Humanaut, Chattanooga, USA
Chief Creative Director: David Littlejohn
Chief Strategist: Andrew Clark
Director of Content: Dan Jacobs
Director of Production: Tommy Wilson
Creative Producer: Maggie Baynham
Account Director: Elizabeth Cates
Copywriters: Jedd Levine, Andy Pearson
Senior Art Director: Albert Breitwieser
Designer: Coleson Amon
Social Producer: Sam Taylor
Content Creator: Jeri Eduave
Production Company: The Bindery
Executive Producer: Greg Beauchamp
Producer: Min Soo Kim
Director: Jeffrey Chan
DoP: Matthew Schroeder
Post Production: Humanaut Productions
Editor: Annie Huntington
Post Producer: Dan Jacobs
Color: The Bindery
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kleenex's picture

Way to go Bombas.

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SmAsh's picture

I get the idea and it's commendable that the brand is trying to help the homeless but "specially made homeless people socks"? Isn't that a bit condescending? Are we saying we are ok with them being homeless and therefore want to make them "comfortable" while they are on the streets? Or am I overthinking it?

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