Sportmax
Max Mara Fashion Group · Italy
Sportmax is an Italian women's fashion brand founded in 1969 by Achille Maramotti and part of the family owned Max Mara Fashion Group. It built its name on tailoring, fabric experimentation and what it calls contemporary femininity.
| Founded | 1969 |
|---|---|
| Founder | Achille Maramotti |
| Owner | Max Mara Fashion Group |
| Headquarters (group) | Reggio Emilia, Italy |
| Segment | Premium and contemporary |
| First fashion show | 18 March 1976, Milan |
| Website | sportmax.com |
What is Sportmax?
Sportmax is a contemporary women's fashion brand with Italian tailoring roots. It belongs to the Max Mara Fashion Group, which describes itself as an Italian fashion house family owned since 1951, and its website footer names Max Mara S.r.l. as the company behind it. Wikipedia places the group's headquarters in Reggio Emilia, Italy.
History
Achille Maramotti founded Sportmax in 1969. It grew out of an earlier collection called POP, aimed at young women, and drew on American sportswear and the freer fashion of Swinging London. Nanni Strada and Jean Charles de Castelbajac helped shape its aesthetic in the early years, and its first fashion show was held on 18 March 1976 at the Hotel Principe di Savoia in Milan.
In the 1980s Peter Lindbergh and Guy Paulin shaped its unusual silhouettes and materials, and in the 1990s the brand worked with photographers including Albert Watson and Marc Hom. From 2000 it focused on technical innovation and mixing materials, and since 2010 it has described its vision as contemporary femininity. In 2019 it marked its 50th anniversary with a book published by Assouline.
Products and positioning
The brand centres on femininity, tailoring and coordinated mix and match wardrobes. For spring summer 2027 it presented a wardrobe of archetypes and uniform inspired pieces. A named current creative director could not be verified from the sources reviewed, so none is stated here.
Business model and distribution
Sportmax is part of the Max Mara Fashion Group, which had 502 stores in 69 countries as of October 2024, according to Wikipedia. The brand also operates regional online shops. The sources reviewed do not break out Sportmax's own distribution or financial results.
Why it matters
Sportmax is the group's younger, fashion focused brand beside the classic Max Mara line, and a good example of how a family owned house can run several distinct labels at different positions in the market.
Frequently asked questions
Who owns Sportmax?
Sportmax is part of the Max Mara Fashion Group, which describes itself as an Italian fashion house family owned since 1951. Its website lists Max Mara S.r.l. as copyright holder.
Where is Sportmax from?
Sportmax is an Italian brand founded in 1969 by Achille Maramotti, and it belongs to the Reggio Emilia based Max Mara Fashion Group.