Sportmax: The Swinging Sibling That Maxed Out on Cool

In 1969, Achille Maramotti—already ruling with Max Mara—unleashed Sportmax, the sportier rebel inspired by Swinging London's vibe. Tailoring? Check. Fabric experiments? Double check. Mix-and-match wardrobes for the modern woman? Triple threat! From Jean-Charles de Castelbajac's 70s flair to 50-year anniversary tomes, it's evolved into boho minimalism for everyday elegance. Part of the Max Mara empire, Sportmax proves: Luxury can be activewear for the soul—without breaking a sweat on style.