Sportmax

Sportmax is a brand of Max Mara Fashion Group, presented under a name separate from Max Mara’s own collections. It emerged in 1969 against the backdrop of the “POP” collection for young women, with tailoring, material experimentation, and a coordinated wardrobe at its core. Its inspirations from American sportswear and London youth culture also shaped a direction distinct from the parent brand’s signature coats and polished ready-to-wear. Within the group, it is an independent brand that foregrounds contemporary design and material expression.

Sportmax Code was a line derived from Sportmax and bearing its name, positioned as an early diffusion line aimed at younger customers. Lookbooks for Spring/Summer 2012 and Autumn/Winter 2015 are documented. In contrast to Sportmax’s structured designs, it presented an everyday wardrobe centered on T-shirts, jersey dresses, and jeans, with a casual 1970s feel. Within Sportmax, it served a more everyday-oriented role aimed at a broader audience.