Activewear that moves us forward

BAM has always created high-performing pieces with the sustainability credentials to back. However in a fast-moving market this wasn’t enough to captivate consumers, and the brand needed to catch up. In a category hyper-focussed on youth and performance, the new identity celebrates BAM’s underserved audience to bring the joy back into movement.

The art direction honours free and expressive movement, focussing on everyday life rather than traditional fitness settings. The models were encouraged to move in ways that felt natural to them to capture dynamic but authentic forms across both campaign and e-commerce.