SUMS SOCKS

Spring 2025 Sock Capsule

Stills and Creative Direction: Morgan Barfield
Production & Location sourcing: Adam Hunt (Gloaming Creative)
Casting: Morgan Barfield (Gloaming Creative)
Videography: Tom Kristopher
Styling: Betsy Ruth Woolford
Talent: Reggie, Betsy

We partnered with SUMS to showcase their latest sock collection—marking shift from their road-running roots to a new focus on trail. After getting under the skin of their brand and collection, we proposed a two-part campaign: a lifestyle shoot capturing the raw, muddy energy of a spring trail run, and a narrative-driven mini campaign to celebrate their new partnership with a trail running organisation (who we introduced them to).

We captured both stories through striking photography and a social-first video series—designed to speak directly to SUMS' evolving community.