Sportmax was founded by Achille Maramotti on the principles of tailoring, experimentation of fabrics and wardrobe-coordinated mix and matching. Inspired by the sportswear of the US and the idea of a freer fashion of Swinging London. Driven by evolution, iconic modernity and a chorus of creative talent. 
I was asked to create a new thematic copy style for Sportmax’s seasonal runway collection which is inspired by the ocean and boating. I was responsible for concepting and naming the complete product portfolio, expressing each product’s personality. Copy appears on the ecom section of the website.
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