Up-and-coming sportswear brand Montirex hires major London agency

Challenger sportswear brand Montirex has appointed Havas Play UK to oversee its strategic creator and brand partnerships as it looks to expand out of its northern English heartland.

As part of its new remit, the agency has been tasked with developing the growing brand’s talent partnerships and communications into a more cohesive nationwide strategy.

Having expanded steadily from its Liverpool roots over the last six years, Montirex and Havas Play have identified several key growth centres for targeted activity across the UK and Ireland, namely London, Liverpool, Birmingham and Dublin.

“Anyone from the North of England will know about Montirex. The brand has shown remarkable success in the north, driven by a passion for creativity embedded in community – an ethos we deeply share at Havas Play,” Havas Play president, Rosie Holden said.

“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.”

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Upcoming activity will build on the brand’s hard-hitting ‘Break the Wall’ campaign launched in partnership with suicide prevention charity CALM, which aims to tackle the stigma around mental health and encourage young people to check on their friends.

Sister PR agency Havas Red North will support Havas Play’s work on the account by managing PR output and amplifying the brand’s campaigns through impactful comms.

Montirex CMO, Amanda Calder-McLaren added: “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.”


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