Sportmax was conceived as one of Max Mara lines initially, but the collections were so popular that the creators made it a separate brand very soon. Sportmax offers overcoats of bright colors, bouffant skirts, loose pants, chiffon tunics and more to complete young city dweller’s wardrobe. The collections feature formal and casual total looks.

The first Sportmax store in Russia was opened in GUM on December 17th 2008. Its interior was designed by Italian architect and designer Vincenzo De Cotiis. The cooperation of the architect and MaxMara Group resulted into a brand new and one-of-a-kind store featuring glass walls with built-in light, wall panels of elephant leather, furniture of ebony wood, "golden" details and marvelous stained glass.