Iconic 'S': Uncover the details of the event in Paris

With the Iconic S project, Sportmax celebrates its emblem, the S, through artistic interpretations and exclusive pieces.

On July 26th we hosted @leacolombo for a special presentation in Paris, delving into her unique photographic interpretation of the Sportmax “Iconic S” project.

This artistic collaboration celebrates the distinct metal “S” emblem, which becomes a portal: a liberating force towards the body, instinct, and the unseen. More than a functional element, it’s a bold visual code, adding impact and character to zips, chains, and buckles alike.A key element defining the collection’ silhouettes and accessories, as seen through Lea’s imagery and lens.

The S emerges as a tactile material that filters light, colour, and sensation. In this campaign, Lea is both subject and author, staging herself, questioning herself, and allowing the S to become an extension of her visual universe.

The evening offered a unique look at the creative process behind this artistic partnership.The talk was moderated by @ValeriePraekelt, and then followed by an in-store event with drinks and live music from the DJ @ziamusiq.