Standing out from the crowd — Ana Santi

Journalist. Author. Brand Storyteller.

Most activewear brands chase youth: the goal, the shape, the comparison. BAM is different - it celebrates movement, and all the joy that can come from it. So BAM commissioned Without to design a new identity that challenged a category obsessed with youth by speaking directly to the BAM customer: Power Age Women. I joined the Without team to help develop storytelling and tone of voice.

Our research with women over 40 - more active than ever, but hardly represented in activewear brands - showed an opportunity where performance doesn’t always mean chasing first place, and where behaving sustainably doesn’t mean lecturing.

Combining my expertise as a writer, fashion editor and sustainability advocate, with being the BAM target customer, I helped to develop a brand story and tone of voice that reflected the energy of the Power Age Woman. A voice that is less filtered, more positive and supportive, that gives zero f*cks. Working with the team at Without, we created detailed guidelines designed to empower the BAM in-house team, from adopting and developing tone of voice, to a platform of assets for future campaigns.

This is activewear that moves us forward.