Sportswear Challenger Brand Montirex Appoints Havas Play UK to Strategic Partnerships

Montirex, the sportswear challenger brand, has appointed Havas Play UK to oversee and develop Montirex’s strategic creator and brand partnerships. Havas Play UK’s brief is to develop Montirex's talent partnership and communications into a cohesive, nationwide strategy as Montirex seeks to expand out of its North England roots. 

Founded by two young sports fans, Daniel Yuen and Kieran Riddell-Austin, in Liverpool in 2018, Montirex has rapidly expanded across the North of England, establishing a foothold in local northern communities. Now aiming to grow nationwide, Havas Play will help enhance Montirex’s cultural significance across the UK in key growth locations such as London, Ireland, Scotland and the Midlands. 

Havas Play UK will develop a unified artist, influencer and talent engagement relations strategy to build brand awareness and enhance its reputation as a brand rooted in community. Montirex will leverage Havas Play’s credentials in talent partnerships and strategy, extensive influencer network and expertise connecting with local communities on a national scale. 

The partnership launched with a nationwide activation campaign called 'Break the Wall’ in support of CALM, which aims to tackle the stigma around mental health and encourage their community to check in on their mates. The multimedia campaign covers creator partnerships, OOH pop-up football activations and social media content tied to key locations in London, Liverpool, Birmingham, and Dublin. 

Havas Play UK will be supported by sister PR agency Havas Red North who will manage the PR and amplify Montirex’s campaigns through impactful communications activity. 

Rosie Holden, president, Havas Play, said, “Anyone from the North of England will know about Montirex. Montirex has shown remarkable success in the North, driven by a passion for creativity embedded in community – an ethos we deeply share at Havas Play. We’re excited to be part of the next phase of their journey, bringing Montirex to the national stage through exciting, integrated creator campaigns. We’re proud to support Montirex in its mission to challenge the sportswear status quo across the UK.” 

Amanda Calder-McLaren, CMO, Montirex, said, "Havas Play's dedication to connecting with communities through culture and sport set them apart from the get-go. With their nationwide presence and expertise in delivering integrated, culturally embedded creator campaigns, they’re the perfect partner to help us bring Montirex’s vision to young people with a passion for sports, style and adventure across the nation.”