Sportmax 50TH Anniversary Collection for ODDA 18

“What once was will be again.” There is no denying of a dominant cyclical element in fashion. In the contemporary world we are constantly being presented silhouettes, styles, color patterns and shapes of the past decades with a stimulating new twist. Codes of yesterday are reinterpreted for today. A brand whose fundamental characteristics have transpired throughout these past five decades to electrifying results is Sportmax. In honor of Sportmax’s 50th anniversary, a special collection has been created featuring a modernization of the brand’s classic silhouettes of the 70s. Staying faithful to Sportmax’s elements of tailoring, color-blocking and refreshing mix-and-match coordination, the 15-look capsule collection captures the essence of Sportmax’s evolution. It displays how the brand has come full-circle while still holding on to its core values in the essence of modernity and sophistication. #ODDAmagazine18