Sportmax 50th Anniversary

06/12/2019

50 YEARS OF FASHION

To celebrate 50 years of Sportmax, the brand is taking a look back through the decades to the fashion concept that started in 1969 to see how Sportmax has been pushing us forward ever since.

SPORTMAX BOOK

A one-of-a-kind book that takes us on a journey through the history of Sportmax, founded by Achille Maramotti following a unique intuition: always presenting a contemporary style.

Divided into five decades – from the Seventies to today – the book tells us the Sportmax journey, punctuated by a series of prestigious collaborations.

Published by the luxury
brand Assouline, the book will be available on www.assouline.com, worldwide in all Assouline stores and in selected concept stores.

Launching in 1969, this year marks 50 years on the cutting edge of style. The FW 1969 Collection’s artful combination of futurism and primitivism made a strong impression on a beautiful editorial on @vogueitalia September issue.

SPORTMAX celebrated its 50th Anniversary with a cocktail party at Maison Assouline on December 4th to celebrate the launch of the ‘Sportmax’ book published by Assouline and curated by Olivier Saillard.

Maria Giulia Prezioso Maramotti, Retail Director Max Mara Fashion Group, hosted the cocktail party at Maison Assouline.

With a rich collection of images, the volume documents the history of the brand launched in 1969 on a precise intuition of Achille Maramotti, decided to launch SPORTMAX, the first Italian example of a coordinated wardrobe offering trend-setting style collections without ever losing sight of Italian high quality and savoir faire.