By  on June 17, 2008

Feting its 40th anniversary next year, Sportmax is accelerating its growth in the U.S.

The label, founded in 1969 as a more practical, informal offshoot of MaxMara that was inspired by Swinging London, opened a pop-up store on Rodeo Drive in Los Angeles over the weekend. It also secured sites on Melrose Place in West Hollywood and Lincoln Road in Miami Beach, which will feature a new store concept.

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