Sportmax marks their golden anniversary with a coffee table book and exclusive collection rich with the brand’s sartorial DNA

This year, bold and innovative brand Sportmax takes a nostalgic look at its journey by creating a collection of 15 new pieces and a one-of-a-kind book.
Founded in 1969, the luxury athleisure experts celebrate their heritage with a collection that reimagines the strong silhouettes and a colour palette that’s strongly evocative of the 1970s.

“There was a lot of energy in the air and I believe that sense of positivity transpired through the choice of vivid colours,” says Fashion Director Grazia Malagoli who joined Sportmax in 1979. “The colours we have chosen are bold and vivid, which were prominent in the 70s.”

Alongside the carefully constructed range comes a coffee table book filled with energetic, never-been-seen archival images and pieces that documents Sportmax’s world of colour and graphic shapes.

“Sportmax was born with the intention of dressing a new, rising generation of girls with fresh needs and desires,” adds Grazia. “Those girls have now changed into women with more complex and dynamic lives. Sportmax has evolved, together with them.” 

From Harper’s BAZAAR Arabia March 2020 Issue

Images courtesy of Sportmax